Few things in culture draw in a crowd as unique and passionate as Formula 1. What once started as an adaptation for the European Motor Racing Championships has grown into a multi-billion dollar franchise, one that Forbes has coined the “most valuable sports empire.”
While we’ve already covered the bases on how F1 is unequivocally luxury, partnering with the likes of Louis Vuitton and Rolex, to name a couple, we’ve yet to see a collaboration that upholds the technical principles of the sport along with its ostentatious approach to sport in the same vein, until now. Fusing the best from the worlds of luxury with utility, TUMI has announced their partnership with Highsnobiety to celebrate F1.
As a part of their ongoing collaboration, the travel and lifestyle brand and elite motorsports team, and luxury supercar maker join forces yet again – but this isn’t your usual slap-a-joint-logo-on-a-shirt type collab. TUMI and McLaren are gearing up to provide an experience that most luxury brands aren’t willing to demonstrate.
Coming to life through a content series dubbed The High Road, this project will focus on a journey throughout the British, Singapore, and Las Vegas Grand Prix races. At each location, the duo will tap a different cultural tastemaker to get behind the wheel of a GT or McLaren Artura supercar to highlight the importance of the journey while on the way to the races in each respective city.
To kick off the first episode of The High Road, the duo explored London, Oxford, and Silverstone with fashion photographer Melvin Israel. Suited in a McLaren GT supercar, Israel documented his journey with a custom postcard book. Of course, every car through the tour will also come equipped with the TUMI | McLaren collection, TUMI | McLaren 60th Anniversary collection, which also serves to commemorate McLaren's 60th anniversary this year.
Produced in McLaren’s signature “papaya” color, its pieces include everything you may need when hitting the road. Backpacks, suitcases, crossbody, and accessory kits all make an appearance with intentional detailing and craft that only TUMI could execute. For the fans: peep the limited-edition Just In Case® Totes that don McLaren’s retro racing logo and Bruce’s racing number.
With an activation as unique as this, you already know that Highsnobiety is hitching along for the ride. Stay tuned for more of our POV from this three-part series as we join TUMI and McLaren on their first-ever chronicled journey throughout the world’s Grand Prix races. In the meantime, shop TUMI I McLaren at TUMI.com.
