Tumi launched the next generation of its Alpha collection through separate campaigns, featuring Lando Norris, an F1 (Formula one) world champion and global brand ambassador, and Nguyen Dai Huan, the Asia-Pacific regional representative. In the promotional photoshoot, the stars posed with Alpha products, highlighting their elegant, precise, and discreet designs, suitable for the rhythm of modern life.

Lando Norris, F1 champion for the 2025 season, and actor Nguyen Dai Huan (right). Photo: Tumi

The global campaign resembles a thrilling cinematic film, directed by Alice Schillaci and photographed by Reto Schmid. Accordingly, racer Lando Norris appears busy, preparing for an important mission. The photo series draws inspiration from classic action storytelling, emphasizing precision, focus, and clear intent.

Lando Norris explained: "When preparing for something important, you do not want to be distracted and expect everything to go precisely. Whether racing or traveling, everything must always be ready. Alpha is designed with inspiration for that mindset."

Lando Norris with the Tumi Brief Pack, a product designed to be spacious and hold many items. Photo: Tumi

That keenness continues to be demonstrated in the campaign featuring Nguyen Dai Huan. Director David Pun and photographer GK captured the Chinese actor moving through a modern space, highlighting the smooth lines, movement, and design of Alpha.

"Alpha is designed with clear intent, and people can feel that through the material, balance, and how the product moves with them. I believe the product will always accompany me, no matter where I go," Nguyen Dai Huan said.

Nguyen Dai Huan with a suitcase made from FXT ballistic nylon and a versatile crossbody bag. Photo: Tumi

"Alpha represents the detailed blueprint of modern movement," said Victor Sanz, Tumi's Global Creative Director. "It is where we begin to rethink performance and utility. We study how people move, what they carry, and how our products can support that journey."

Brand representatives also noted that both Lando Norris and Nguyen Dai Huan represent the new generation. Alpha is designed both to keep up with them and to accompany the stars in various activities.

In both campaigns, Alpha's design philosophy is central. The characteristic FXT ballistic nylon material is a highlight of the entire collection, combining a sleek design, magnetic closures, and intuitive touchpoints to optimize usability.

Key styles include: the two-compartment expandable carry-on suitcase, the Tumi Brief Pack backpack, the two-compartment expandable Duffel travel bag, and the versatile crossbody bag. The manufacturer refined each product to ensure uninterrupted travel.

Ultra Blue, a highlight of blue on the new generation Alpha. Photo: Tumi

To celebrate the latest design improvements, the brand launched the Ultra Blue colorway, emphasizing blue accents on key details of six Alpha models. Company representatives explained that this combination honors Tumi's innovation process and commitment to quality.

The brand's new product promotional campaign. Video: Tumi

Dong Ve

Tumi stores in Vietnam

Tumi Saigon Central Post Office: 80A Nguyen Du, Ho Chi Minh City

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