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Global Brand Ambassador Lando Norris and Asia-Pacific Brand Ambassador Wei Daxun gear up to launch the latest evolution of TUMI Alpha.
NEW YORK, Jan. 22, 2026 /PRNewswire/ -- Today, international travel, lifestyle, and accessories brand TUMI unveils the next generation of the Alpha collection, brought to life through individual campaigns starring Formula 1 World Champion and Global Brand Ambassador Lando Norris, and Asia-Pacific Brand Ambassador and actor Wei Daxun. Together, they embody a revitalized expression of Alpha: sleek, precise, and intentionally understated — designed for modern movement.
The global campaign, directed by Alice Schillaci and photographed by Reto Schmid, casts Norris in a cinematic, suspense-driven narrative. Framed as a man preparing for a mission, the visuals draw from classic action storytelling, defined by precision, focus, and intent.
"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."
That same sensibility continues in the campaign starring Asia-Pacific Brand Ambassador Wei Daxun. Directed by David Pun and photographed by GK (国琨), the campaign captures Daxun moving through sleek, modern spaces, highlighting Alpha's clean lines, smooth movement, and refined design.
"Alpha is designed with real intention — you feel it in the materials, the balance, the way it moves with you. It's something I trust to be there, no matter where the day takes me," says Daxun.
"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."
Both Lando Norris and Wei Daxun represent that next generation. Alpha isn't just designed to keep up with them; it's designed to perform alongside them."
Across both campaigns, Alpha's design intelligence takes focus. Signature FXT™ Ballistic Nylon anchors the collection, paired with streamlined pocketing, silent magnetic closures, and intuitive access points engineered for efficiency. Core styles — including the Dual Access Expandable Carry-On, TUMI Brief Pack™, Double Expansion Duffel, and Convertible Clutch Crossbody — are refined to support movement without interruption.
To celebrate Alpha's latest evolution, TUMI debuts Ultra Blue, identified by vivid blue accents across key touchpoints on six iconic Alpha silhouettes. The colorway aims to commemorate TUMI's relentless innovation and commitment to excellence.
This next generation of Alpha reflects TUMI's enduring commitment to understanding its customer and supporting every moment of their journey, wherever it leads.
PRODUCT HIGHLIGHTS
- TUMI Brief Pack™
Built for those who demand more from every journey. Take your office with you—and then some—with our iconic design. Intuitively crafted to be spacious and well-organized, every item has its place, from the organizational panel to the hidden phone pocket.
Retail: $695.00 USD
- Double Expansion Duffel
Built for travelers who demand more from every journey. Cleverly crafted to maximize packing capacity, this bestselling duffel features impressive depth and expansion, making it the ultimate companion for long weekends.
Retail: $595.00 USD
- 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 our signature FXT™ Ballistic Nylon and best-in-class functionality.
Retail: $950.00 USD
- 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.
Retail: $350.00 USD
Explore the TUMI Alpha Collection now at TUMI.com and in TUMI stores worldwide. Follow @TUMITravel for exclusive behind-the-scenes content from the campaign.
About TUMI
Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we're committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. For more about TUMI, visit TUMI.com and follow on Instagram, TikTok, Facebook, and YouTube.
TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2026 Tumi, Inc.
TUMI Media Contacts
Jerad Hulse | Jerad.Hulse@tumi.com
Karla Otto for TUMI | tumi@karlaotto.com
Global Brand Ambassador Lando Norris and Asia-Pacific Brand Ambassador Wei Daxun gear up to launch the latest evolution of TUMI Alpha.
NEW YORK, Jan. 22, 2026 /PRNewswire/ -- Today, international travel, lifestyle, and accessories brand TUMI unveils the next generation of the Alpha collection, brought to life through individual campaigns starring Formula 1 World Champion and Global Brand Ambassador Lando Norris, and Asia-Pacific Brand Ambassador and actor Wei Daxun. Together, they embody a revitalized expression of Alpha: sleek, precise, and intentionally understated — designed for modern movement.
The global campaign, directed by Alice Schillaci and photographed by Reto Schmid, casts Norris in a cinematic, suspense-driven narrative. Framed as a man preparing for a mission, the visuals draw from classic action storytelling, defined by precision, focus, and intent.
"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."
That same sensibility continues in the campaign starring Asia-Pacific Brand Ambassador Wei Daxun. Directed by David Pun and photographed by GK (国琨), the campaign captures Daxun moving through sleek, modern spaces, highlighting Alpha's clean lines, smooth movement, and refined design.
"Alpha is designed with real intention — you feel it in the materials, the balance, the way it moves with you. It's something I trust to be there, no matter where the day takes me," says Daxun.
"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."
Both Lando Norris and Wei Daxun represent that next generation. Alpha isn't just designed to keep up with them; it's designed to perform alongside them."
Across both campaigns, Alpha's design intelligence takes focus. Signature FXT™ Ballistic Nylon anchors the collection, paired with streamlined pocketing, silent magnetic closures, and intuitive access points engineered for efficiency. Core styles — including the Dual Access Expandable Carry-On, TUMI Brief Pack™, Double Expansion Duffel, and Convertible Clutch Crossbody — are refined to support movement without interruption.
To celebrate Alpha's latest evolution, TUMI debuts Ultra Blue, identified by vivid blue accents across key touchpoints on six iconic Alpha silhouettes. The colorway aims to commemorate TUMI's relentless innovation and commitment to excellence.
This next generation of Alpha reflects TUMI's enduring commitment to understanding its customer and supporting every moment of their journey, wherever it leads.
PRODUCT HIGHLIGHTS
- TUMI Brief Pack™
Built for those who demand more from every journey. Take your office with you—and then some—with our iconic design. Intuitively crafted to be spacious and well-organized, every item has its place, from the organizational panel to the hidden phone pocket.
Retail: $695.00 USD
- Double Expansion Duffel
Built for travelers who demand more from every journey. Cleverly crafted to maximize packing capacity, this bestselling duffel features impressive depth and expansion, making it the ultimate companion for long weekends.
Retail: $595.00 USD
- 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 our signature FXT™ Ballistic Nylon and best-in-class functionality.
Retail: $950.00 USD
- 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.
Retail: $350.00 USD
Explore the TUMI Alpha Collection now at TUMI.com and in TUMI stores worldwide. Follow @TUMITravel for exclusive behind-the-scenes content from the campaign.
About TUMI
Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we're committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. For more about TUMI, visit TUMI.com and follow on Instagram, TikTok, Facebook, and YouTube.
TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2026 Tumi, Inc.
TUMI Media Contacts
Jerad Hulse | Jerad.Hulse@tumi.com
Karla Otto for TUMI | tumi@karlaotto.com
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
TUMI UNVEILS THE NEXT GENERATION OF THE TUMI ALPHA COLLECTION WITH CAMPAIGNS STARRING LANDO NORRIS AND WEI DAXUN
TUMI UNVEILS THE NEXT GENERATION OF THE TUMI ALPHA COLLECTION WITH CAMPAIGNS STARRING LANDO NORRIS AND WEI DAXUN
KUALA LUMPUR, Malaysia, Jan. 27, 2026 /PRNewswire/ -- The Game-Fi world welcomes a bold new contender as CJC Race officially launches worldwide, redefining blockchain gaming through its immersive horse racing experience and dynamic Play-to-Earn (P2E) economy.
Built on the Arbitrum blockchain, CJC Race blends strategic gameplay with real-world earning potential. Players can become digital stable owners, collect NFT Horses, Jockeys, and Gear, and compete in multiple race formats for convertible USDT rewards. With its motto "Skills meet strategy, rewards meet reality," the game invites both newcomers and veteran Web3 gamers into a new era of strategic competition and financial empowerment.
A New Standard for Game-Fi Racing
Players can build their ultimate racing teams and optimize performance across diverse events:
- Champion Stakes – Monthly prize pool starting at 30,000 USDT, exclusive to Tycoon Club members.
- League Challenges – Distance-based seasonal races with 18,000 USDT in rewards.
- Grand Master Cups – Open tournaments with up to 150× entry fee payouts.
- PvP Battles – 24/7 competitive matches with customizable stakes.
- Farm: Passive income opportunities up to 15 USDT/month.
Tycoon Club: Ownership Meets Opportunity
NFT buyers gain automatic Tycoon Club membership, unlocking exclusive tournaments and community-driven profit sharing. As the player base expands, rewards scale automatically in USDT distribution.
"Our ecosystem is built to reward skill, community, and loyalty," said a CJC Race spokesperson. "We aim to create a sustainable Game-Fi platform where players control their experience and share in real economic growth — true Play-to-Earn done right."
Massive Prize Pools and Future Guild Wars
To celebrate its global debut, CJC Race launches with an initial 60,000 USDT monthly prize pool, set to grow with participation. A Guild System update will soon add another 30,000 USDT in monthly rewards, fostering competitive alliances worldwide.
Whether you're a gamer seeking victory or an investor pursuing consistent returns, CJC Race offers a thrilling, skill-driven frontier in blockchain gaming.
Join the Race Today:
www.cjcrace.io | Tycoon Club | X | Discord
CJC Race accepts no responsibility for any actions taken based on this content or for any consequences resulting from its use.
All rights are reserved by CJC Race.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
CJC Race Launches Globally: A New Era of NFT Horse Racing on Arbitrum with Real USDT Rewards
