TUMI Launches Its New Generation Alpha Collection
Accompanied by a global campaign starring Lando Norris.
Summary
- TUMI debuts its next-gen Alpha collection featuring signature FXT™ Ballistic Nylon, silent magnetic closures and a new “Ultra Blue” colorway
- Global campaign stars Formula 1 Champion Lando Norris, highlighting precision and readiness in cinematic storytelling
TUMI has officially unveiled the next generation of its hallmark Alpha collection, a release defined by a “blueprint for modern movement” and intentional, understated design. Anchored by the brand’s signature FXT™ Ballistic Nylon, the collection emphasizes streamlined pocketing, silent magnetic closures, and intuitive access points engineered for efficiency.
Staged through a cinematic, action-inspired campaign, the launch stars Global Brand Ambassador and Formula 1 World Champion Lando Norris. The campaign, directed by Alice Schillaci, portrays Norris in a suspense-driven narrative as a man preparing for a mission, emphasizing the precision and focus required when everything must function exactly as intended.
Core pieces include the Dual Access Expandable Carry-On, the iconic TUMI Brief Pack™, the Double Expansion Duffel, and the Convertible Clutch Crossbody, each refined to support seamless travel and everyday use. To mark this evolution, TUMI introduces a new Ultra Blue colorway, with vivid accents across six silhouettes, symbolizing the brand’s commitment to innovation and excellence.
Engineered for efficiency, the new Alpha range introduces technical upgrades such as silent magnetic closures, streamlined pocketing and intuitive access points. Explore the full collection now through TUMI’s online and offline stores.
