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TUMI UNVEILS THE NEXT GENERATION OF THE TUMI ALPHA COLLECTION WITH CAMPAIGNS STARRING LANDO NORRIS AND WEI DAXUN

On Jan. 22, 2026, TUMI unveiled the next generation of the Alpha collection with global campaigns starring Lando Norris, Global Brand Ambassador, and Wei Daxun, Asia-Pacific Brand Ambassador, available at TUMI.com and TUMI stores worldwide.
TUMI says it rethought performance by examining how people move and what they carry, framing Alpha as a blueprint for modern movement, Victor Sanz, TUMI Global Creative Director, said.
Directed by Alice Schillaci, the Norris film uses a cinematic, suspense-driven narrative with photography by Reto Schmid, while David Pun’s Daxun spot highlights sleek modern spaces through GK’s lens; both films foreground Alpha’s design intelligence and movement.
Core styles like the Dual Access Expandable Carry-On, TUMI Brief Pack, Double Expansion Duffel and Convertible Clutch Crossbody are refined to support movement without interruption, featuring organizational panels, hidden phone pockets, FXT Ballistic Nylon, silent magnetic closures, and intuitive access engineered for efficiency.
To celebrate the relaunch, TUMI debuts the Ultra Blue colorway with vivid blue accents across six iconic Alpha silhouettes, reflecting its commitment to supporting every moment of the customer journey.

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