Marketing Featured East Asia

TUMI unveils collab with Razer for esports-inspired collection

Hong Kong – International travel and lifestyle brand TUMI has collaborated with well-renowned gaming brand Razer this spring to reimagine TUMI bestsellers as limited-edition gaming gear. The collaboration combines leverages TUMI’s design and innovation with Razer’s iconic aesthetic and branding, which is well recognized in the global gaming and esports communities.

Deepening TUMI’s footing in the esports industry, four highly anticipated, co-branded styles will drop June 3rd across its markets.Each piece is co-branded with Razer’s triple-headed snake logo and signature green accents, blended with TUMI DNA. 

The take-everywhere Laptop Cover 15″ securely carries a gamer’s most prized possession while the Bozeman Sling is the ultimate grab-and-go bag for stashing cords, portable gaming gear and more. Equipped with a padded laptop pocket, the Finch Backpack is designed to carry heavy-duty gear. Gamers can also slip the Add-A-Bag sleeve over the handle of the International Expandable 4 Wheeled Carry-On Luggage for a complete travel kit.

Instantly recognizable as TUMI, the case features the beloved 19 Degree contours. Its shell and lining are both made with recycled materials, spotlighting both TUMI and Razer’s commitment to sustainability. Plus, it has a USB-C port to keep global citizens powered on their journeys.Only 1,337 units of each style from this limited collection will be released around the world. “1337” or “LEET” short for “elite,” was specifically chosen as gamers and esports athletes use this to signal the most skilled gamers.

TUMI’s Creative Director, Victor Sanz, shared, “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.” 

“Their lifestyle is something that runs parallel to how we generate our products and how we are truly focused on all aspects of our customer’s lives, looking to ensure that only the best is in their hands for them to achieve their goals,” Sanz adds.

The two brands not only collaborated on the collection, but also on a forward-thinking, futuristic campaign concept that brings the capsule to life. 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’.

Meanwhile, Addie Tan, associate director of business development at Razer, commented, “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.”

The TUMI | Razer limited-edition capsule will be available at Select TUMI stores globally, TUMI.COM,, Select Razer China Stores, and select specialty retailers such as TMall and JD (China).

Marketing Featured APAC

ONE Championship, TUMI partner to launch travel case, sling for ONE World Championship belt

Singapore – Asia’s sports media property ONE Championship has announced a multi-year partnership with luxury travel and lifestyle brand TUMI. This move will see TUMI as the official premium luggage partner of ONE Championship. 

The partnership includes live broadcast integrations and the development of a bespoke travel case and sling exclusively designed for the prestigious ONE World Championship belt. They will also work together on various exclusive marketing and branding activations throughout the duration of the partnership.

The ONE World Championship belt case combines a tough exterior with contoured angles as a nod to the martial arts legacy contained within. Utilising TUMI’s signature FXT Ballistic Nylon, a custom form-fitted EVA interior with suede lining, and an integrated stand, this innovative travel solution provides full 360-degree protection while in transit. An illuminated TUMI logo is the final touch to this modern design.

Meanwhile, the ONE World Championship sling will allow them to carry and store the coveted ONE World Championship belt wherever they go. Featuring TUMI’s FXT Ballistic Nylon, elevated leather detailing and a quilted interior for total protection, the sling reflects the signature design language of the TUMI Alpha 3 collection.

Chatri Sityodtong, ONE Championship’s chairman and CEO, stated that the ONE World Championship belt represents the journey of the greatest martial artists who reach the pinnacle of their sports through an unparalleled passion and dedication to excellence. 

“Our partnership with TUMI celebrates this achievement by honouring and protecting their most prized possession. I am thrilled to team up with a brand of TUMI’s calibre to elevate this experience for our athletes and fans watching around the globe,” said Sityodtong.

Victor Sanz, TUMI’s creative director, said that the ONE World Championship belt is a symbol of the relentless drive and dedication that ONE Championship athletes display in the pursuit of their craft. 

“As a world leader in luxury travel accessories with a particular focus on performance, TUMI is honoured to support and elevate the journeys of these amazing athletes and partner with a like-minded organisation that defines excellence in martial arts,” added Sanz.

Marketing Featured APAC

TUMI debuts esports-themed collection on ‘The Apprentice: ONE Championship’

Singapore – Luxury travel and lifestyle brand TUMI has announced a new lineup of its esports-themed collection of bags and accessories, and first debuted on the Asia Pacific-centric reality show ‘The Apprentice:ONE Championship’.

‘The Apprentice: ONE Championship’ is a reality show first aired on the AXN Network which centers on 16 candidates from around the world competing in both business and physical challenges. The winner will receive a US$250,000 job offer to work directly under ONE Chairman and CEO Chatri Sityodtong.

TUMI appeared in one of the episodes of the reality show, where Adam Hershman, vice president at TUMI Asia Pacific and Middle East, challenged the show’s contestants to work on a 360 degree global marketing rollout plan to launch the TUMI Alpha Bravo Esports Pro collection as the ultimate luxury esports collection. 

The collection is called the ‘TUMI Alpha Bravo Esports Pro’, which according to TUMI is aimed at esports athletes and hobbyists who aim to not only survive every journey, but help themselves excel whether that’s on the road, behind the desk or being cheered on by fans.

‘Esports Pro Large Backpack’ is the flagship product of the collection, which features many compartments such as collapsible shelves that optimize organization and protection. In addition, the backpack also features a padded, expandable back pocket to hold multiple keyboards, a mouse, and other valuable tech essentials, while an additional padded laptop sleeve is located in the interior. 

Added features include a designated molded pocket on the top that gives protection and quick access to headphones. Lastly, drives and other similarly sized accessories can be secured in the rigid, molded side pockets while the integrated USB port will help keep gamers powered on the go.

TUMI offers compact accessory designs including the Pro Sling, Pro Accessories Case, and Pro Crossbody, with dimensions perfect for a handheld gaming console and peripherals. Additionally, there is a designated pocket that holds wireless earbuds. Even for gaming at home, the ample pocket space and purposeful design allow for staying organized when off the road.

For Victor Sanz, creative director at TUMI, the vision behind TUMI’s latest collection was all about looking towards those whose passion is gaming — just as innovation is theirs. In addition, they have channeled that vigor to create the ultimate collection for every gamer, as they consulted with numerous industry experts from game developers to professional esports athletes to help design top-of-the-line bags that meet, if not exceed, the needs of today’s gamers like none before. 

“Now more than ever, we see gaming as an outlet to escape our realities, striving to be the champions we all want to be. So, with guidance from those who know the industry best, we immersed ourselves into the gaming community and created innovative products they haven’t experienced yet. Each element was obsessed over and engineered to deliver optimized utility and enhance every champion’s journey,” Sanz explained.

TUMI has launched in the past its virtual experiential store which aims to give customers an immersive and enhanced omnichannel experience through augmented reality (AR)and 360-degree view rendering.

Technology Featured APAC

TUMI launches first virtual experiential store in Asia

Hong Kong – Everything has gone virtual this pandemic, and TUMI, the luxury fashion brand, has also joined the lot but with an innovative spin – it launches its first virtual experiential store. 

The store is debuted first in Asia Pacific and the Middle East to launch its Spring 2021 collection. The store uses 360° 3D and AR implementations to give customers an immersive and enhanced omnichannel experience. 

The store is a perfect simulation of the physical store, with products neatly displayed around the store. Displays are interactive, where each one can easily be tapped to display essential information. TUMI has also made purchasing easier with an option to directly shop for the product or opt to contact sales associates to book a personal virtual shopping experience.

Further, TUMI maximizes the online-to-offline experience by connecting the virtual store to its other shopping channels via the Chat & Shop function. 

The brand said the virtual store is a “dynamic storytelling medium.”

“Ushering in a creative new age of digital retail that connects fans with the brand like never before, the TUMI Virtual Store is a dynamic storytelling medium that inspires customers to embark on a journey through thoughtfully designed interactive touchpoints and activations,” said TUMI in a press release.

To make the virtual experience more enjoyable and interactive, the brand has also installed a few fun ‘activities’ such as its ‘Magic Mirror Selfie’, which is usually available in offline stores, allowing one to take a three-second video selfie where visitors are able to enjoy it appear on the mirror before downloading the video file. Visitors can also play and be directed to its ‘Perfecting The Journey’ Instagram and WeChat Game by scanning a QR code viewable in the store. The game involves racing through a forest and across the city and controlling the player’s vehicle using facial movements to collect favorite TUMI bags while avoiding obstacles along the way.

To fully anchor the online and offline experience, TUMI said those visiting the physical stores in the region can explore the TUMI digital landscape via in-store kiosks. 

Together with the launch of the store, the brand has also run another first – its pilot regional live stream, similarly for customers in the APAC and Middle East region to introduce the Spring 2021 Collection, which is said to especially focus on an environment-friendly product line, using sustainable materials for its bags and luggage.