Introduction: In an exclusive interview with The Moodie Davitt Report, Tumi Creative Director Victor Sanz talks to Hannah Tan-Gillies about the brand’s latest collaboration with gaming giant Razer, its first steps into the Metaverse and why he believes the new limited-edition collection will resonate in travel retail.
Now this is what you call an intriguing collaboration, a famed travel and lifestyle house partnering with a global gaming brand.
The collaboration has found expression in a limited-edition capsule collection from Tumi in association with Razer, which claims to be the world’s leading lifestyle brand for gamers.
The collection reimagines Tumi’s best-selling bags and travel accessories in Razer’s signature black and green branding. It is now available in selected locations in global travel retail.
The limited-edition Tumi x Razer Collection comprises the brand’s Laptop Cover ‘15’, Bozeman Sling, Finch Backpack and International Expandable 4 Wheel Carry-On Luggage. Only 1,337 units of each style will be produced globally. It was designed to deepen Tumi’s relationship with the esports industry and features Razer’s distinctive neon-green colourway and triple-headed snake logo.
Commenting on the inspiration behind the collaboration, Tumi Creative Director Victor Sanz says, “Our inspiration was to bring the very best to the esports community and to partner with brands that share similar values. We wanted to create a unique collection that represented both Tumi and Razer and, above all, showcase the dedication and enthusiasm that the esports community have for the sport and their gear.
For Sanz, creating high-quality products suited to the specific needs of the esports community was a core focus for the range. He says: “From the very beginning we worked directly with the esports community to ensure that what we were creating would fit all their needs. We worked with the athletes, enthusiasts, managers and the hardware creators to make sure that all layers of the community were being accounted for.
“Beyond the functional requirements, the style code and attitude are just as important. We wanted to champion this through the materials and colours of this collaboration and create a collection that was authentic to the gaming community.”
The collection, while paying homage to the gaming world, emphasises Tumi’s signature DNA of durability, design, excellence and sustainability. “At our core, ‘Built to Last’ is our north star. We build products that do not fail and, if there is ever a problem, we make it simple and easy to repair so that the product’s life span is as long as it can possibly be.
“We want to keep the products we make in use and out of the landfills,” Sanz adds. “In addition to this core value, we are continuously exploring new and different recycled materials and innovations that help products be more sustainable. The carry-on luggage in this collection, for an example, features a tough, lightweight shell made from recycled polycarbonate with an interior fabric lined with PROTX2 anti-microbial coating for long-lasting durability.
The collaboration is supported by a futuristic campaign that blurs the lines between real and virtual. The ‘Carry Hard’ campaign pays tribute to the dedication and community of gamers all over the world. It also represents Tumi’s first steps into the Metaverse.
“We are living in amazing times where our real world is seamlessly combining with our digital world,” Sanz explains.
“We see this as another way for our customers to experience journeys, the world and other travellers, and it has become a new frontier for all of us. This collaboration was the perfect vehicle for us to continue our digital journey. Hand in hand with Razer we were able to create a campaign that pays tribute to the determination of gamers to carry their team to victory with the slogan, ‘Carry Hard’.”
Sanz believs the limited-edition collection, with its strong concept, high-quality products and memorable campaign will resonate strongly with travel retail consumers. Hecomments, “Razer and Tumi customers are global citizens – both in the physical and digital sense. Travel is picking up again and people are starting to rediscover this world.
“We want to bring new and exciting products and conversations to our customers as they re-engage with travel and get back on the move. What better way to set out on a new adventure than with fresh kit that strongly resonates with the gaming community?
“Everyone at Tumi is constantly on the journey to push ourselves and the brand forward,” he adds. “We want to enhance our customers’ lives through the products that we create, ensuring that they can perform at their very best – whether that is in the boardroom or the game room.”
