The company unveiled the next generation of its Alpha collection through a global campaign featuring Formula 1 world champion Lando Norris.
“When you’re preparing for something important, you don’t want distractions — you want everything to work exactly as it should,” Norris said.
“Whether I’m racing or on the move, it’s about being ready. Alpha feels built for that mindset.”
Doubling down on the core
TUMI said the refreshed Alpha line centers on practical upgrades, including FXT™ Ballistic Nylon, simplified pocket layouts, silent magnetic closures, and quicker access points.
“Alpha represents a blueprint for modern movement,” said Victor Sanz, 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.”
The launch also introduces Ultra Blue accents across six Alpha silhouettes.This underscores a strategy focused on tightening core products as premium travel spending becomes more selective.
—Edited by Miguel R. Camus
