TUMI looks to get in deeper with gaming community through Razer partnership

International travel and lifestyle brand TUMI has partnered with gaming brand Razer to create bespoke travel gear for gamers.  The collaboration has revealed four travel products with highly anticipated styles, with each piece co-branded with Razer’s triple-headed snake logo and signature green accents, blended with TUMI's brand DNA. The partnership leverages TUMI innovation and design, as well as Razer’s aesthetic and branding.  

As part of the campaign, a video has been created with three explorers at an “apocalypse”-like scene, trying to reach their destination by jumping roofs and doing “parkour”. Each of them was carrying the new travel products featured by the collaboration of the two brands. The two brands not only collaborated on the collection, but also on a the futuristic campaign concept. The motion-packed video is set in the metaverse and pays tribute to the determination of gamers to carry their team to victory with the slogan, "Carry Hard". 

Victor Sanz, TUMI’s creative director said: "We have fully embraced our esports category with the Razer partnership. We are looking to deliver new and exciting products that are truly in line with the attitude and passion of their gaming community."

He also added that Razer’s lifestyle is something that runs parallel to how TUMI generates products and how they are truly focused on all aspects of customer's lives.

Addie Tan, associate director of business development at Razer said: “We are thrilled to partner with TUMI to bring this exclusive collection to our gaming community. We know that our fans lead active lifestyles and sometimes have to carry their valuable battle stations with them while they are on the go. So, we wanted to arm them with high quality travel gear, offering them a balance of versatility and functionality so that they can keep winning, even on the go.”

This isn’t TUMI’s first move to get in with the gaming community. In 2021, the brand delivered its first-ever pro-level esports line is designed to match gamers' lifestyles and also protect their all-important hardware — the keyboards, laptops, mice, consoles, and other peripherals that keep them playing and winning on the road.

Sanz had then said that gaming is emerging as an outlet for consumers to escape their realities. "Our global citizens are engaged in a vast array of pursuits, beyond routine work and travel," said Sanz. He added that when TUMI created the products to resonate with the gaming community, each element “was obsessed over and engineered to deliver optimised utility and enhance every champion’s journey.”

Separately, in an interview with Adam Hershman, vice president of TUMI Asia Pacific and Middle East last years, Hershman also said that in Asia, there is now an increased focus on environmental considerations in the region.

“Customers are now demanding environmental accountability from brands and are supporting products that are more sustainable. This is great for us at TUMI as sustainability has been a huge focus and we have been expanding our efforts in this domain every year. TUMI bags are built to last and built to repair – we design products that don’t need to be replaced and don’t end up in the landfill after a few uses,” he said.

Commenting on what marketers could learn from the partnership, Victor Sanz, creative director at TUMI, said: "Collaboration is key. We have shared values and are looking to bring the very best to our customers. We are bringing new and exciting products and conversations to our customers as they reengage with travel and get back on the move. The best way to set out on a new adventure is with a fresh kit that resonates directly with the travel community."

"The esports community has always been a part of our landscape and users of the brand. We wanted to continue our esports journey and continue to truly focus on products for them. We had long discussions with the athletes and teams as well as esports enthusiasts, up and comers and other people who are integral to this space to ensure we could create a collection that was true to the competitive, performance spirit of the community and both brands. The partnership strengthens our commitment to the esports community , and we’re excited to continue to speak to this customer and create tailored gear for the community." Sanz added.   

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