Samsonite launches expressive new collection with New Balance

Luggage brand Samsonite has launched a new collection with footwear brand New Balance to celebrate individual expression and versatility. 

Done in partnership with Studio NPLUSC and OMD, the 'Live Undefined' campaign was inspired by the expressive nature of the urban city dweller who is simultaneously juggling different professions and passions, said Samsonite in a statement. The collection additionally seeks to encourage individuals to live and pursue their dreams fearlessly, fuel their desire to stand out, and foster a love of exploration.

All product offerings in the versatile collection feature semi-transparent hard-shell materials for its bags and can be used as a transparent case as well – whether for short haul trips or to store prized possessions at home. 

Don't miss: Samsonite Red unveils luggages inspired by BTS' hit track Butter

The Singapore campaign was done in partnership with Studio NPLUSC for PR and on-ground activation, and OMD for the media buy, Samsonite said to MARKETING-INTERACTIVE. The campaign will also be featured on social media platforms, including TikTok, Instagram and Facebook, and out-of-home channels. Fans also got to enjoy an on-ground event when the brands took over a shophouse in Haji Lane at the launch. 

"We couldn't be more thrilled to have created something cool, stylish and bold. From our flagship store to the launch event, we took over a two-storey shophouse at Haji Lane to showcase our collection, and the response has been amazing," said head of marketing and brand strategy at Samsonite SEA, Hazlina Dayangku, in a LinkedIn post about the campaign. 

Dayangku added in an official statement: "It's exciting to see how this bold and versatile collection is resonating with the young modern travellers, millennials and Gen Z who are seeking functional and stylish travel gear that inspires customisable utility and encourages fearless exploration."

Samsonite is committed to innovating for the future, while honouring its rich history, said Kim HeeJeong, senior director, marketing and brand strategy at Samsonite Asia. "Through this collection, we seek to address the travel and lifestyle needs of today’s consumer who pursues multiple passions, professions, celebrates their successes in life and to 'Live Undefined'."

The collection launched in Singapore on 5 April and is expected to be available in Asia Pacific progressively over the course of the next few months.

Last October, Samsonite RED and BTS unveiled a ‘BTS Butter’ collection that reflects the theme of the BTS’ song “Butter”.  This marked the second collaboration between Samsonite RED and BTS. The collection featured 11 products, including luggage, backpacks, crossbody bags, tote bags and travel accessories. They are all adorned with the ‘melting butter’ image inspired by the energy of BTS’ song “Butter".

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