High-end travel storage brand Tumi has announced a partnership to create content and offer travel products with One Esports, a joint venture formed between One Championship and Dentsu.
The One Esports joint venture between One Championship and Dentsu combines the running of a global e-sports site (oneesports.gg) with live experiential business activities. Under the partnership, Tumi will be responsible for producing content with One Esports as well as equipping eSports athletes from around the world with travel essentials. Both companies will also collaborate on a series of unique events following the invitational series run by One Esports.
“We are very excited to be entering into a partnership with One Esports. The players are always on the move and need worry-free travel solutions so they can focus on what matters the most – world-class performance. We are looking forward to working with this new generation of athletes and the fans to perfect their journeys,” said Adam Hershman, general manager of Tumi Greater China, APAC distribution and travel retail.
Though it may seem odd at first for why a luggage producer would jump onto the eSports hype train, it makes more sense when one considers the needs of professional gamers, who travel often. Tumi is making a big noise about how its lightweight materials and padded compartments suit the transportation of expensive kit. It also marks a trend, that’s in full swing, of eSports moving beyond the obvious product partnerships with energy drinks, fast food and the like, and embracing upscale fashion and luxury brands.
“I am excited to work with Tumi across all of our platforms through various markets and to continue to establish One (Esport) as the largest producer of millennial live sports content in Asia and around the world. This seven-figure partnership further enables us to celebrate our martial arts and e-sports heroes, and share their incredible stories with the world,” said Chatri Sityodtong, chairman and CEO of One Championship.