Away has put its luggage durability to the test, enlisting American DJ John Summit to take suitcase stress-testing to a whole new level.
Earlier this year, Summit took to Instagram to vent his frustrations with luxury luggage brand Rimowa after claiming his sixth suitcase had broken while he was on tour. The DJ filmed himself setting the case on fire in a parking lot, with Justin Bieber’s Sorry providing the soundtrack.
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The suitcase, which Summit had named Samantha, was given a fiery farewell that quickly caught went viral.
Now, rival luggage brand Away has stepped in to offer Summit the newly created chief destruction officer title.
The partnership sees Summit put Away’s luggage through its paces, turning his very public luggage troubles into a campaign for the competing brand. And while most people might think twice before taking a lighter to their travel essentials, Summit has seemingly found a way to make some extra money off it.
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Away announced the partnership following the attention surrounding Summit’s original video, which saw luggage brands join the conversation online.
Rather than simply offering the DJ a replacement suitcase, Away has made him part of its marketing campaign, with the Chief Destruction Officer title leaning into his flaming reputation.
It’s a rather different approach to the usual luggage advertising, which tends to feature suitcases rolling through airports and perfectly packed holiday wardrobes.
Summit’s luggage experience, meanwhile, has been considerably less glamorous.
Rimowa, best known for its premium aluminium suitcases, was the subject of Summit’s original complaint.
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The campaign also gives Summit a new role to add to his already busy schedule. Between touring, performing and setting luggage on fire, he now has a job title that is unlikely to appear on LinkedIn.
Away has not shied away from the unusual nature of the partnership, with the appointment making the most of the story that brought Summit and the luggage category into the headlines in the first place.
For anyone who has ever watched their suitcase emerge from an airport baggage carousel looking considerably worse for wear, Summit’s frustrations will feel familiar.
Whether Away’s luggage can survive Summit’s frustrations remains the question. But one thing is certain, Samantha’s replacement has some pretty big shoes, or wheels, to fill.
