McLaren Racing, the Formula 1 team that has been competing since 1966, has announced that its esports division, McLaren Shadow, will join its partnership with TUMI, the global lifestyle and luxury travel brand. This means that TUMI will become the official luggage partner of the McLaren Shadow esports team, as well as the NEOM McLaren Extreme E team, for 2024 and beyond.
TUMI and McLaren Racing have been working together since 2019, when they launched a co-branded collection of premium travel essentials, inspired by the sleek design and innovative technology of McLaren’s cars. The partnership has now expanded to include McLaren’s diverse virtual and physical racing portfolio, which covers Formula 1, Extreme E, and esports.
McLaren Shadow is the sim racing team of McLaren Racing, formed in 2017. The team competes exclusively in the sim racing space, using advanced simulation technology and high-performance gaming equipment. McLaren Shadow has three drivers who are competing in the 2023/24 F1 Sim Racing Championship, which is the official esports series of Formula 1.
As part of the new deal, TUMI will create an expanded product range with the McLaren Shadow esports team, as well as the NEOM McLaren Extreme E team, which is the electric off-road racing team of McLaren Racing. The new product range, called the ‘TUMI | McLaren Extreme’ capsule, will launch in and will feature items such as backpacks, duffels, crossbodies, and accessories.
The new product range will reflect the shared values of TUMI and McLaren Racing, such as innovation, performance, and craftsmanship. The products will also showcase the distinctive colors and logos of the McLaren Shadow and NEOM McLaren Extreme E teams, as well as the TUMI brand.
Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing, commented on the expansion: “We are delighted to expand our partnership with TUMI, built on a genuine passion for craft and high attention to detail, and can’t wait for our fans to see these two exciting new ranges as we expand into our Extreme E and esports series.
Victor Sanz, Creative Director, TUMI, added: “We are thrilled to continue our partnership with McLaren Racing and to extend it to their Extreme E and esports teams. These new ranges will showcase our shared commitment to innovation, design, and functionality, while also celebrating the unique spirit and style of each racing series.
The partnership between TUMI and McLaren Racing is a testament to the growing popularity and potential of esports, especially in the sim racing genre. Esports is a booming industry that attracts millions of fans and players worldwide, as well as major brands and sponsors. Sim racing, in particular, is a niche that appeals to both gamers and motorsport enthusiasts, as it offers a realistic and immersive experience of racing.
McLaren Shadow is one of the leading teams in the sim racing scene, with a strong fan base and a competitive edge. The team also has ongoing partnerships with other brands, such as NEOM, Logitech G, and Alienware. Moreover, it was announced earlier this month that McLaren Shadow’s livery will be available in the new F1 24 game, along with Alpine esports’ car.
With the support of TUMI and its new product range, McLaren Shadow is set to achieve new heights of success and recognition in the esports world. The team will also benefit from the exposure and synergy of being part of the McLaren Racing family, which spans across different racing disciplines and platforms.