TUMI has redefined the art of travel with the launch of its latest Alpha collection, brought to life by Formula 1 World Champion Lando Norris and Chinese actor Wei Daxun, the faces of the global and Asia-Pacific campaigns. The collection marks a shift towards hyper-functional yet understated luxury, designed to meet the demands of the modern traveller.
“Alpha represents a blueprint for modern movement,” says Victor Sanz, TUMI Global Creative Director. “It’s where we return to rethink performance. We look at how people move, what they carry, and how design can support that journey.” He adds, “Both Lando Norris and Wei Daxun represent that next generation. Alpha isn’t just designed to keep up with them; it’s designed to perform alongside them.”
With the all-new campaign, Alpha’s design intelligence takes focus. Signature FXT™ Ballistic Nylon anchors the collection, paired with streamlined pocketing, silent magnetic closures, and intuitive access points engineered for efficiency. Core styles, including the Dual Access Expandable Carry-On, TUMI Brief Pack™, Double Expansion Duffel, and Convertible Clutch Crossbody, are designed to support movement without interruption.
To celebrate the collection’s latest evolution, TUMI launches Ultra Blue, identified by vivid blue accents across key touchpoints on six iconic Alpha silhouettes. The colourway aims to commemorate the brand’s relentless innovation and commitment to excellence.
The global campaign, directed by Alice Schillaci and shot by Reto Schmid, follows Norris in a cinematic adventure as a man on a mission defined by focus and precision. “When you’re preparing for something important, you don’t want distractions – you want everything to work exactly as it should,” says Norris. “Whether I’m racing or on the move, it’s about being ready. Alpha feels built for that mindset.”
Directed by David Pun and photographed by GK (国琨), Daxun’s campaign captures him moving through sleek, modern spaces, highlighting the collection’s clean lines, smooth movement, and refined design. “Alpha is designed with real intention – you feel it in the materials, the balance, the way it moves with you. It’s something I trust to be there, no matter where the day takes me,” says Wei.
Explore the TUMI Alpha Collection here and in TUMI stores worldwide.
