TUMI Unveils Futuristic Alpha Collection with Stellar Campaigns

TUMI launches its next-gen Alpha collection, featuring campaigns with Formula 1 star Lando Norris and actor Wei Daxun. The collection showcases sleek design and high performance. Signature materials, intuitive features, and a new Ultra Blue colorway highlight TUMI's commitment to innovation and excellence.

TUMI has launched the latest iteration of its Alpha collection, showcasing its advanced design through compelling campaigns featuring Formula 1 champion Lando Norris and actor Wei Daxun. The collection embodies a new chapter of sleek, purposeful sophistication, tailored for the modern, on-the-go lifestyle.

Directed by Alice Schillaci and photographed by Reto Schmid, the campaign with Norris frames him as a man on a mission, emphasizing precision and focus in action-packed visuals. "When facing important tasks, distraction is not an option," Norris articulates. "Alpha is crafted for readiness, a quality I depend on whether racing or traveling," he explains.

Meanwhile, the campaign starring Wei Daxun, directed by David Pun and photographed by GK, illustrates him navigating modern environments underscoring Alpha's elegant design and fluidity. Wei Daxun remarks, "Alpha's intentional design and reliable materials instill trust no matter where the day takes me."

Victor Sanz, TUMI's Global Creative Director, affirms that Alpha personifies the blueprint for modern movement, focusing on real-world needs and performance. Key features like signature FXT™ Ballistic Nylon, optimized pocketing, and silent closures, alongside the introduction of the vivid Ultra Blue colorway, mark TUMI's ongoing innovation and dedication to excellence.

The refined Alpha core styles, such as the Dual Access Expandable Carry-On and Convertible Clutch Crossbody, provide uninterrupted movement. These aspects reflect TUMI's understanding of its customers' journeys and their continuous drive for superior travel solutions. The collection is available on TUMI.com and TUMI stores globally.

(With inputs from agencies.)