Formula 1 (F1) World Champion Lando Norris and luxury travel brand TUMI have teamed up to unveil the next generation of the Alpha collection.
Directed by Alice Schillaci and shot by Reto Schmid, the global campaign follows the F1 star and global brand ambassador in a cinematic adventure as a man on a mission 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,” shares 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.”
The new campaign spotlights the intelligence-driven design of its Alpha collection. At the core of the lineup is the brand’s signature FXT Ballistic Nylon, a durable material that has long represented the brand’s commitment to performance and longevity The collection is built for efficiency, featuring streamlined pocketing, silent magnetic closures, and intuitive access points that are designed to support seamless movement. Core styles include the Dual Access Expandable Carry-On, TUMI Brief Pack, Double Expansion Duffel, and Convertible Clutch Crossbody.
In celebration of the brand’s continued innovation and dedication to precision, TUMI also introduces Ultra Blue, a new colorway with vivid blue accents across six iconic Alpha silhouettes.
Since 1975, TUMI has crafted high-quality business, travel, and lifestyle essentials designed to make life on the go easier and more stylish.
In 2025, Norris won his first F1 World Drivers’ Championship with McLaren, the team he had been signed with since 2019. He is contracted to race for the British motor racing team until at least the end of the 2027 F1 season.