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Evil Geniuses announced their partnership with luxury brand TUMI as the official luggage partner of the organization.
We’re going International. 🏆 🌎
— Evil Geniuses (@EvilGeniuses) August 10, 2021
TUMI focuses on creating world-class business, travel and performance-based luggage. From duffle bags to backpacks and carry-ons to accessories, TUMI has everything a traveler might need. Founded in 1975, TUMI creates travel essentials designed to upgrade aspects of life on the move. The brand is sold across the globe in over 75 countries and has approximately 2,000 points of sale.
While other esports organizations have settled on more traditional sponsorships — like energy drinks, computer accessories, and clothing — Evil Geniuses is taking a step in another direction. Earlier this year, TUMI announced a line of products specifically targeted at those constantly traveling due to gaming. They created a line of a backpack, sling bag, accessory case and more just for individuals in esports.
Evil Geniuses adds TUMI to a long list of sponsors
With the addition of TUMI, Evil Geniuses has cornered the market of just about every advertisement. They have three drink sponsors; two alcoholic and the last non-alcoholic. They also partnered with a monitor company, gaming peripherals and a chair brand to name a few. However, this partnership with TUMI makes them the only team to be officially sponsored by a luggage brand.
“Few brands in the industry have the cache of TUMI,” Brian Millman, Director of Corporate Partnerships at Evil Geniuses, said. “TUMI is defined by a legacy of excellence and their professional esports collection will be instrumental in ensuring our players compete at the highest level with uncompromising protection of our gear but also bringing an elevated style to esports.”
100 Thieves recently came the closest to a luggage sponsorship in July when they collaborated with Gucci. The hotly debated collab brought forth a 100 Thieves styled Gucci backpack that set fans back a cool $2,500 at retail. TUMI’s items are not quite as expensive as that but, as a luxury brand, their prices are still at the higher end.
Danny Appleford is an esports journalist for Upcomer that started writing for Daily Esports in 2020. He now specializes in articles surrounding League of Legends, Call of Duty, VALORANT and Halo.