TUMI PRESENTS THE NEXT GENERATION OF ALPHA — IN MOTION

Images courtesy of TUMI

Featuring Global Brand Ambassador Lando Norris and Asia-Pacific Brand Ambassador Wei Daxun

Movement today is constant—between cities, schedules, and shifting roles. Responding to this rhythm, TUMI unveils the next generation of its Alpha Collection, refining an icon of performance luxury for the way the world moves now. Sleek, precise, and intentionally understated, Alpha evolves with sharper focus—designed not just to carry essentials, but to move with intention.

Fronting the global campaign, Lando Norris embodies a mindset shaped by discipline and speed. Captured in a cinematic narrative, he reflects on preparation and clarity, “When you’re preparing for something important, you don’t want distractions — you want everything to work exactly as it should. Whether I’m racing or on the move, it’s about being ready. Alpha feels built for that mindset.”

In Asia-Pacific, Wei Daxun moves through sleek, contemporary spaces, echoing the collection’s clean lines and balanced construction, “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.”

Across both campaigns, Alpha’s design intelligence takes center stage. Signature FXT™ Ballistic Nylon anchors the collection, paired with streamlined pocketing, silent magnetic closures, and intuitive access points engineered for seamless efficiency. Core silhouettes—including the Brief Pack™, Dual Access Expandable 4 Wheeled Carry-On, and Convertible Clutch Crossbody—transition effortlessly from business engagements to long-haul departures, maintaining structure without sacrificing style.

Presented by Interni Cipta Selaras

Introduced in early February, this latest chapter also unveils Ultra Blue—vivid accents tracing six iconic Alpha silhouettes. More than a new colorway, it signals TUMI’s relentless innovation and commitment to excellence, adding a confident pulse to the collection’s refined foundation.

This next generation of Alpha reflects TUMI’s enduring commitment to understanding how its customers move through the world—supporting every journey with precision, purpose, and quiet confidence. The collection is now available at TUMI stores worldwide and online, with exclusive behind-the-scenes campaign content shared via @TUMITravel.