Tumi unveils the next generation Alpha Collection
Global brand ambassador Lando Norris gears up to launch the latest evolution of Tumi Alpha
Today, international travel, lifestyle, and accessories brand Tumi unveils the next generation of the Alpha collection, brought to life through individual campaigns starring Formula 1 World Champion and global brand ambassador Lando Norris. Together, they embody a revitalized expression of Alpha: sleek, precise, and intentionally understated, designed for modern movement.
The global campaign, directed by Alice Schillaci and photographed by Reto Schmid, casts Norris in a cinematic, suspense-driven narrative. Framed as a man preparing for a mission, the visuals draw from classic action storytelling, defined by precision, focus, and intent.
“When you’re preparing for something important, you don’t want distractions, you want everything to work exactly as it should,” says Lando. “Whether I’m racing or on the move, it’s about being ready. Alpha feels built for that mindset.”
“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.”
“Lando Norris represents 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 refined to support movement without interruption.
To celebrate Alpha’s latest evolution, Tumi debuts Ultra Blue, identified by vivid blue accents across key touchpoints on six iconic Alpha silhouettes. The colorway aims to commemorate Tumi’s relentless innovation and commitment to excellence.
This next generation of Alpha reflects Tumi’s enduring commitment to understanding its customer and supporting every moment of their journey, wherever it leads.
Explore the Tumi Alpha Collection now at Tumi.ph and in Tumi stores worldwide. Follow @Tumitravel for exclusive behind-the-scenes content from the campaign.
