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 is now official

The 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 Alpha collection

The new TUMI Brief Pack

According to TUMI, the new generation Tumi Alpha collection highlights its Signature FXT Ballistic Nylon, an ultra-durable fabric designed to offer superior abrasion and tear resistance, streamlined pocketing, silent magnetic closures, and intuitive access points engineered for efficiency. 

TUMI added that the new line is refined to support movement without interruption.

TUMI Dual Access Expandable 4 Wheeled Carry-On

What's distinct about the next-generation Alpha collection is its new Ultra Blue finish with vivid blue accents across key touchpoints on six iconic Alpha silhouettes.

The company noted that this colorway aims to commemorate TUMI's relentless innovation and commitment to excellence.

TUMI Alpha collection 2026

The new line of lifestyle and tech bags includes the Dual Access Expandable Carry-On (new luggage), the TUMI Brief Pack, the Double Expansion Duffel, and the Convertible Clutch Crossbody.

• Convertible Clutch Crossbody - Built for those who demand more from every journey. This compact style features signature TUMI design elements and is versatile by design. Carry as a crossbody, wristlet, or clutch by interchanging the included straps accordingly.
• Double Expansion Duffel - Built for travelers who demand more from every journey. According to the company, it is cleverly crafted to maximize packing capacity with impressive depth and expansion, making it the ultimate companion for long weekends.
• TUMI Brief Pack - Built for those who demand more from every journey. It is intuitively crafted to be spacious and well-organized; every item has its place, from the organizational panel to the hidden phone pocket.
• Dual Access Expandable 4 Wheeled Carry-On - Built for travelers who demand more from every journey—this large-capacity, dual-access expandable carry-on features TUMI's signature FXTTM Ballistic Nylon and best-in-class functionality.

The global campaign, with direction by Alice Schillaci and photography by Reto Schmid, TUMI casts Norris in a cinematic narrative of suspense. Depicted as a man preparing for a mission, the visual draws inspiration from timeless action storytelling, defined by focus and precision.

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.

Alpha represents a blueprint for modern movement, says 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.

Lando Norris represents that next generation. Alpha isn't just designed to keep up with them; it’s designed to perform alongside them.

International price with direct to PHP conversion (no taxes and duties yet):

Convertible Clutch Crossbody - USD 350 (around PHP 20.6K)

Double Expansion Duffel - USD 595 (around PHP 35.1K)

TUMI Brief Pack - USD 659 (around PHP 38.9K)

Dual Access Expandable 4 Wheeled Carry-On - USD 950 (around PHP 56K)

The new TUMI Alpha Collection is now available at TUMI.com and in TUMI stores worldwide. 

TUMI's latest Alpha collection hasn’t dropped in the Philippines' online store yet, but the launch is right around the corner.

What do you guys think?