TUMI, the global travel and lifestyle brand, has unveiled a limited-edition TUMI | McLaren 60th Anniversary Collection to mark the 60th anniversary of the founding of the luxury supercar maker and elite motorsports team, McLaren. The collection, which was launched on April 13th, is part of “Unpack Tomorrow,” the brand’s Spring 2023 campaign, featuring McLaren Formula 1 driver, Lando Norris.
The Collaboration: TUMI & McLaren
The limited-edition collection is the result of a partnership between TUMI and McLaren, two brands renowned for creating world-class, performance luxury products that integrate technology, innovation, and design excellence. Victor Sanz, TUMI’s Creative Director, expressed his excitement about the collaboration, stating, “As two brands rooted in the creation of world-class, performance luxury products with a true understanding of how technology and functionality coincide, the synergies between TUMI and McLaren are undeniable.”
The Collection: Celebrating 60 Years of McLaren
The TUMI | McLaren 60th Anniversary Collection offers a range of limited-edition styles, including luggage, bags, and accessories in McLaren’s signature papaya colorway. The collection features modern, lightweight materials, designed to cater to the needs of pioneers, adventurers, and travellers on the go. The Velocity Backpack, Torque Sling, and Aero International Expandable 4 Wheeled Carry-On are just a few examples of the expanded assortment of carrying options available in the collection. In addition, the collection includes packing cases and portfolios, providing customers with a comprehensive range of travel options.
Goran Ozbolt, Chief Designer of McLaren Automotive, expressed his delight with the collaboration, saying, “Together with TUMI, we wanted to build on the success of our core and carbon fibre collections with a bespoke capsule edit to celebrate sixty years of McLaren.”
The Campaign: “Unpack Tomorrow”
TUMI’s Spring 2023 campaign, “Unpack Tomorrow,” features Lando Norris, McLaren Formula 1 driver, showcasing the collection in a short-film montage of his travels. The campaign also features top-selling items from the season’s relaunched TUMI | McLaren line, extending the celebration of the special anniversary of McLaren and the continued cooperation between the two companies.
Global Content Series and Community Engagement Tactics
Together with the release of the 60th Anniversary collection, TUMI intends to strengthen its alliance with McLaren through the use of a global content series at significant Grand Prix events, community outreach strategies, influencer talent, and special giveaway prizes.
Also read: TUMI Debuts Documentary-Style Fall 2022 Campaign Entitled “Built For The Journey”
The TUMI | McLaren 60th Anniversary Collection is now available in TUMI stores worldwide and on TUMI.sg, offering customers the opportunity to own a piece of the limited-edition collection and celebrate six decades of McLaren’s passion for looking to the future, pushing boundaries, and matching effortless functionality with a modern design language that reflects the ethos of both companies.
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