Luggage brand Away partners with John Summit after viral stunt

Luggage manufacturer Away has signed an exclusive partnership with DJ and producer John Summit, naming him as its chief destruction officer. Adweek reported that the brand deal follows a viral Instagram post from earlier this year in which Summit set fire to a suitcase made by rival brand Rimowa. [1]

The initial social media stunt occurred after Summit experienced his sixth broken Rimowa suitcase while on tour. According to Adweek, Summit lit the luggage on fire in a parking lot, named the suitcase Samantha, and set the video clip to music by Justin Bieber with the caption end of an era. [1]

The new commercial partnership with Away puts the brand's aluminum luggage through a trial by fire. Adweek reported that the collaboration began after the luggage brand responded to the original viral video post. [1]