TUMI unveils new Alpha collection items with Lando Norris and Wei Daxun

International travel, lifestyle and accessories brand TUMI has launched a new campaign featuring Formula 1 world champion Lando Norris and Chinese actor Wei Daxun to unveil the latest items from its Alpha collection.

As the global brand ambassador, Norris and Asia-Pacific brand ambassador Wei embody a revitalised expression of Alpha: sleek, precise, and intentionally understated—designed for modern movement, according to TUMI.

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. 

That same sensibility continues in the campaign starring Wei. Directed by David Pun and photographed by GK (国琨), the campaign captures Daxun moving through sleek, modern spaces, highlighting Alpha’s clean lines, smooth movement, and refined design. 

Across both campaigns, Alpha’s design intelligence takes focus. Signature FXT TM Ballistic Nylon anchors the collection, paired with streamlined pocketing, silent magnetic closures, and intuitive access points engineered for efficiency. Core styles such as the dual access expandable carry-on are refined to support movement without interruption. 

To celebrate Alpha's latest evolution, TUMI has debuted Ultra Blue, identified by vivid blue accents across key touchpoints on six iconic Alpha silhouettes. The colourway 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.

Victor Sanz, TUMI global creative director, said: “Alpha represents a blueprint for modern movement. It’s where we return to rethink performance. We look at how people move, what they carry, and how design can support that journey. Both Norris and Wei represent that next generation. Alpha isn’t just designed to keep up with them; it’s designed to perform alongside them.”

“When you’re preparing for something important, you don’t want distractions — you want everything to work exactly as it should. Whether I’m racing or on the move, it’s about being ready. Alpha feels built for that mindset,” said Norris.

“Alpha is designed with real intention — you feel it in the materials, the balance, the way it moves with you. It’s something I trust to be there, no matter where the day takes me,” said Wei.

MARKETING-INTERACTIVE has reached out to TUMI for more information. 

Don’t miss: TUMI goes pro with Lando Norris and Nelly Korda for its 50th anniversary

Back in September last year, TUMI launched “Icons tested”, a campaign that explored the discipline and precision behind both elite athletes and its products.

Starring Norris and professional golfer Nelly Korda, the campaign drew a clear parallel between their relentless pursuit of excellence and the rigorous testing that defined TUMI’s iconic luggage and accessories.

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