Samsonite Launches New Campaign with NBA’s Payton Pritchard in Boston

Samsonite is redefining modern travel through a bold new campaign featuring NBA star Payton Pritchard. Samsonite, the iconic Massachusetts-based travel gear leader, has just launched its latest campaign: “It’s Not Just a Bag, It’s a Samsonite.” This new initiative redefines travel as a state of constant motion, emphasizing that the right gear is essential for staying ready, whether you’re heading out on a quick commute or embarking on an international journey.

Spotlight on Payton Pritchard

At the core of this campaign is Boston’s own Payton Pritchard, whose discipline, adaptability, and quiet confidence perfectly capture the Samsonite spirit. The campaign follows Pritchard through a day in constant motion, highlighting three visual chapters: Tunnel Walk, Courtside, and Travel Ready. Each chapter features a different Samsonite collection—Silhouette 18, Proxis, and Outline Pro, showcasing how the right bag supports every aspect of a modern traveler’s life.

Samsonite’s renowned durability and iconic style are front and center, seen through the eyes of a traveler who brings game-day intensity to everyday movement.

“I’m always moving, always trying to stay one step ahead — and having the right travel gear with me makes a difference,” said Pritchard. “A Samsonite isn’t just a bag. It’s a part of how I show up and stay ready.”

A Journey That Inspires

David Oksman, Vice President of Marketing and Direct to Consumer at Samsonite, explains the campaign’s vision:

“Travel has the power to shape us, shift perspective, and inspire new ways of seeing the world and Samsonite creates bags with that journey in mind. Payton’s fast-paced lifestyle, both on and off the court, mirrors the journey of today’s traveler: balancing ambition with authenticity, and movement with meaning.”

The campaign’s visuals, crafted by StudioHS in partnership with Gut Feeling Production, use cutting-edge XR LED technology, Unreal Engine environments, and real-time motion tracking. This blend of physical and digital creates a cinematic, hyper-real world where form meets function.

Veronica Rodriguez-Greene, Chief Brand Officer and Executive Creative Director at StudioHS, adds:

“Payton is the embodiment of the modern-day utility player – versatile, dynamic, and always moving with intention. He is not just an athlete, he’s an explorer whose every move, every game, every story reflects the journey of many of today’s travelers and the essence of the campaign: timeless, innovative, and quietly iconic.”

Meet the Creative Team

• Bonnie Nichoalds – Photographer

• Derrick “Dex” Robinson – Stylist

• Natasha Nicolau – Set Designer

• Dimension 5 – XR Visual Design

• Studio Lab – Production Facility

Where to See the Campaign

The campaign will roll out across digital, social, and US retail stores. Expect to see it on Instagram, TikTok, YouTube, and other premium digital platforms, with a strong focus on video, vertical, and immersive storytelling. Keep an eye out for behind-the-scenes content and travel-style editorials with Pritchard throughout the summer.

Samsonite’s latest campaign is more than a product launch, it’s a celebration of movement, preparation, and the spirit of today’s traveler.

As Pritchard says, “It’s not just a bag. It’s a Samsonite.”