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TUMI's Next Gen ALPHA Collection and Campaign Starring Lando Norris

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<div style="text-align:center"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1769228123809lando norris tumi alpha 1.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/></div><div><br/></div><p>International travel, lifestyle, and accessories brand <strong>TUMI</strong> just unveiled the next generation of the <strong>Alpha</strong> collection, embodying a revitalized expression of its design DNA: sleek, precise, and intentionally understated to complement modern movement.</p><p>With the all-new campaign, Alpha’s design intelligence takes focus. <strong>Signature FXT™
Ballistic Nylon</strong> anchors the collection, paired with streamlined pocketing, silent magnetic closures, and intuitive access points engineered for efficiency. </p><p>Core styles—including the <strong>Dual Access Expandable Carry-O</strong><strong>n</strong>, <strong>TUMI Brief Pack™</strong>, <strong>Double Expansion Duffel</strong>, and <strong>Convertible Clutch Crossbody</strong>—are refined to support movement without interruption.</p><p>To celebrate Alpha&#x27;s latest evolution, TUMI debuts <strong>Ultra Blue</strong>, identified by vivid blue accents across key touchpoints on six iconic Alpha silhouettes. The colorway aims to commemorate TUMI&#x27;s relentless innovation and commitment to excellence. TUMI has been around since 1975, creating world-class business, travel, and performance
luxury essentials, designed to upgrade, uncomplicate, and beautify all aspects of life on
the move.</p><div><br/></div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1769228310310tumi alpha 1.png" style="width:960px" class="fr-fic fr-dib" width="960"/></div><div><br/></div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1769228667409tumi alpha 2.png" style="width:960px" class="fr-fic fr-dib" width="960"/></div><div><br/></div><p>“Alpha represents a blueprint for modern movement,” says <strong>Victor Sanz</strong>, 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.”</p><p>“<strong>Lando Norris</strong> represents that next generation,” Sanz added. ”Alpha isn’t just designed to keep up with them; it’s designed to perform alongside them.</p><p>Formula 1 World Champion and Global Brand Ambassador Lando Norris <strong></strong>stars in the global campaign, directed by <strong>Alice Schillaci</strong> and photographed by <strong>Reto
Schmid</strong>. With a cinematic, suspense-driven narrative, the campaign casts Norris as a man
preparing for a mission—the visuals draw from classic action storytelling, defined by
precision, focus, and intent.</p><p>What TUMI stands for is perfectly aligned with the lifestyle of the young and highly acclaimed British-Belgian racing driver. “When you’re preparing for something important, you don’t want distractions—you
want everything to work exactly as it should,” says Norris. “Whether I’m racing or on the
move, it’s about being ready. Alpha feels built for that mindset.”</p><p>This next generation of Alpha reflects TUMI’s enduring commitment to understanding
its customer and supporting every moment of their journey, wherever it leads.</p><div><br/></div><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1769229029036lando norris tumi alpha 2.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/></div><div><br/></div><div><strong><em>Explore the TUMI Alpha Collection now at <a href="https://www.tumi.ph/" rel="noopener noreferrer" target="_blank">TUMI.com</a> and in TUMI stores worldwide.</em></strong></div>

<p>They embody a revitalized expression of the Alpha collection: sleek, precise, and intentionally understated to complement modern movement.</p>

They embody a revitalized expression of the Alpha collection: sleek, precise, and intentionally understated to complement modern movement.

TUMI's Next Gen Alpha Collection Highlights Intelligent, Efficient Design

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TUMI's Next Gen Alpha Collection Highlights Intelligent, Efficient Design

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Published Jan 24, 2026 12:35 PM PHT

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