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TUMI UNVEILS THE NEXT GENERATION OF THE TUMI ALPHA COLLECTION WITH CAMPAIGNS STARRING LANDO NORRIS AND WEI DAXUN
TUMI's Alpha collection introduces Ultra Blue accents and enhanced features, designed to support modern movement and customer needs, available worldwide.
- 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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58 Articles
58 Articles
The Times of Northwest Indiana+56 Reposted by 56 other sources
TUMI UNVEILS THE NEXT GENERATION OF THE TUMI ALPHA COLLECTION WITH CAMPAIGNS STARRING LANDO NORRIS AND WEI DAXUN
Global Brand Ambassador Lando Norris and Asia-Pacific Brand Ambassador Wei Daxun gear up to launch the latest evolution of TUMI Alpha.
·Cherokee County, United States
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TUMI unveils new generation Alpha collection with F1 Champ Lando Norris
TUMI today launched its next-generation Alpha collection with Formula 1 World Champion and Global Brand Ambassador Lando Norris.New TUMI Alpha collection now officialThe world-renowned international travel, lifestyle, and accessories brand said that the new Alpha, together with Lando embody a revitalized expression of Alpha: sleek, precise, and intentionally understated—designed for modern movement.The technology behind the new generation TUMI A…
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Total News Sources58
Leaning Left7Leaning Right6Center21Last UpdatedBias Distribution62% Center
Bias Distribution
- 62% of the sources are Center
62% Center
L 20%
C 62%
R 18%
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