Through a global campaign, Lando Norris shows how TUMI&rsquo;s evolved Alpha collection keeps pace with his fast-moving lifestyle.&nbsp;

The world of Formula 1 (F1) is defined by motion &mdash; and in a sport where slowing down, miscalculating time, and losing focus costs more than just time, every decision carries weight and pressure. Here, every second is measured, every movement calibrated, as momentum dictates destiny. Behind the blinding track lights and roaring engines, however, is a discipline built on precision, strategy, and relentless drive. It is this same energy that F1 World Champion Lando Norris brings off the track &mdash; the reason why he turns to TUMI as his trusted companion for life beyond the circuit.&nbsp;

Known for its performance-driven design and uncompromising durability that keep pace with life on the move, the brand unveiled its evolved Alpha collection this January, accompanied by a global campaign featuring Norris. Under the direction of Alice Schillaci and the lens of Reto Schmid, the campaign centers on a cinematic, mission-focused narrative that depicts the F1 star as a man in preparation &mdash; where every action is deliberate and calculated, reflecting the same practice and values that is defining his career.&nbsp;

Reflecting on the campaign, Norris said, &ldquo;When you&rsquo;re preparing for something important, you don&rsquo;t want distractions &mdash; you want everything to work exactly as it should.&rdquo; He added, &ldquo;Whether I&rsquo;m racing or on the move, it&rsquo;s about being ready. Alpha feels built for that mindset.&rdquo;
The new collection features TUMI&rsquo;s iconic silhouettes that are refined to support modern travel with focus and effortless mobility. The core style &mdash; including the Double Expansion Duffel, Dual Access Expandable Carry-On, Convertible Clutch Crossbody, and the TUMI Brief Pack &mdash; are engineered with streamlined compartments, silent magnetic closures, and intuitive access points that ensures efficiency in every step, keeping essentials organized and within reach. Built with its signature durable FXT&trade; ballistic nylon, the collection combines resilience with sleek design, while subtle details like the new Ultra Blue accents showcase the brand&rsquo;s commitment to innovation and excellence.&nbsp;

&ldquo;Alpha represents a blueprint for modern movement,&rdquo; said Victor Sanz, TUMI Global Creative Director. &ldquo;It&rsquo;s where we return to rethink performance. We look at how people move, what they carry, and how design can support that journey.&rdquo;

The new Alpha collection, brought to life through a global campaign, embodies the synergy of precision, performance, and purpose &mdash; values that deeply align with Lando Norris on and off the track. From the durable materials to the intuitive details and intelligent design, every piece underscores TUMI&rsquo;s commitment to life in motion.&nbsp;
Discover the Alpha collection, by visiting TUMI&rsquo;s official website at <a href="http://tumi.com">TUMI.com</a>, or explore its official social media channels to experience the global campaign in full detail.

Precision in Motion: Lando Norris Headlines TUMI’s New Alpha Collection

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