– Tumi and Highsnobiety join forces on disruptive content series, bringing the Tumi | McLaren to three Formula 1 Grands Prix on three continents
Captured through the lens of Highsnobiety, this three-part series titled “The High Road” will chronicle a McLaren supercar journey through Britain, Singapore and Las Vegas, bringing three unique stories to life with unexpected talent and striking visuals.
NEW YORK, July 21, 2023 /PRNewswire/ — Global lifestyle and travel brand TUMI today launched The High Road, a content series created in collaboration with Highsnobiety, which will highlight the brand’s ongoing collaboration with elite motorsport team and luxury supercar manufacturer McLaren. The three-part series will document a journey against the backdrop of three very different cultures and continents through video and photographic content, featuring the British, Singaporean and Las Vegas Formula 1 races and showcasing TUMI | McLaren. At each location, a cultural tastemaker will get behind the wheel of a GT supercar or a McLaren Artura, the company’s latest light hybrid supercar, passing through unique landscapes and highlighting local landmarks on the way to the races, while engaging the community along the way. The High Road will also have access to the McLaren F1 teams’ garage and paddock area, giving spectators an exclusive view beyond the track.
Produced by Highsnobiety with video direction by Autre Fish, the documentary-style videos will showcase the brand’s technicality and craftsmanship with fresh and beautiful content. The series will highlight how trendsetters around the world wear pieces from the TUMI | McLaren 60th Anniversary and Core Collections as they join TUMI on the journey.
The series officially launched today, shortly after British Grand Prix race week, with the second and third installments launching to coincide with the Singapore Grand Prix on October 18 and Las Vegas on November 20. At Silverstone, fashion photographer Melvin Israel documented his individual journey across the UK with a personalized, product-oriented postcard book. In Singapore, photographers will explore the city-state and integrate the series into local culture ahead of the Grand Prix. In Las Vegas, photographers will take a scenic road trip to capture the diversity of the American Southwest and highlight the best of Saturday night’s racing.
“This opportunity represents the ultimate partnership, harnessing the driving force of TUMI, Highsnobiety and McLaren, told through a fresh new lens. At TUMI, we are committed to innovation, excellence and the refinement of individual travel. The partnership with Highsnobiety brings a new and innovative approach to storytelling,” said Jill Krizelman, TUMI’s senior vice president of global marketing and eCommerce.
“We are proud to unveil our partnership with TUMI | McLaren, fusing their commitment to cutting-edge design and craftsmanship with the pinnacle of what’s to come to create a series of content that celebrates our mutual commitment to the world of luxury automotive and travel,” said Haein Dorin, US Vice President and General Manager, Highsnobiety. “The series harnesses Highsnobiety’s ever-forward cultural perspective to spotlight the TUMI | McLaren Collection around the world.”
In addition, TUMI and Highsnobiety will engage buyers, supercar fans and fans alike through a social media call-to-action and Highsnobiety.com editorial shopping integrations. As a special moment in Las Vegas, TUMI will also participate in several brand activations throughout the Las Vegas market, including a brand takeover at the Harry Reid International Airport Baggage Terminal and a pop-up experience at Ceasar’s Palace, which will host daily activities.
follow the journey
About TUMI Since 1975, TUMI has been creating world-class luxury items for business, travel and performance, designed to enhance, simplify and beautify all aspects of life on the go. Combining flawless functionality with a spirit of ingenuity, we are committed to empowering travel as a lifelong partner of those who move and do what they love. For more information about TUMI, visit TUMI.com
TUMI and the TUMI logo are registered trademarks of Tumi, Inc. © 2023 Tumi, Inc.
About Highsnobiety Highsnobiety is a brand dedicated to a new generation of cultural pioneers. Our mission is to discover and champion the best of our culture, connect people through our love of style, and broaden a community of emerging creators. Always on the cutting edge, Highsnobiety is dedicated to discovering what’s to come.
Founded in 2005 by David Fischer, CEO, Highsnobiety is a global company headquartered in Berlin with offices in New York, Los Angeles, London, Amsterdam, Paris, Milan and Tokyo. We are a cultural and digital media consultancy at the intersection of style, art, design and technology, thereby providing a platform for the brands and people we are passionate about.
TUMIA Media ContactsAlexandra GillisRR.PP. and social manageralexandra.gillis@tumi.comTUMI
Nicole Colasantoncolasanto@weareshadow.comSHADOW
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