Although it is widely known for suitcases and toiletries bags, many consumers don’t typically associate the Samsonite brand with backpacks and other casual bags.

Hoping to change that thinking, Samsonite Corp. will soon make its first foray into the music space. The company will present Bonnaroo365, a 15-stop music tour produced by the organizers of the Bonnaroo Music & Arts Festival.

The tour—co-headlined by White Denim and Maps & Atlases—will kick off Oct. 24 in Lawrence, Kan. and wrap Nov. 11 in Austin, Texas.

The luggage maker is using the tie to support the Samsonite Tough Tour, a two-year-old event marketing program designed to promote Samsonite backpacks to 18-to-22-year-olds. The company uses the program—which includes an armored car, obstacle course and other activities—to engage consumers and tout product attributes of toughness, durability and innovation.

Samsonite demonstrates those attributes by integrating backpacks into the event experience. For example, contestants wear Samsonite backpacks while competing in the obstacle course and other on-site activities.

The luggage maker is using Bonnaroo365 to enhance the event marketing program.

“We felt the association with Bonnaroo gives us more credibility and tremendous media exposure,” said Stephanie Goldman, Samsonite’s director of marketing and communications.

Samsonite played up an affiliation with music prior to striking the deal. For example, the company touted its backpacks as “The Only Thing to Survive the Music Festival Unaltered” on marketing collateral.

Samsonite will host the Tough Tour in each Bonnaroo365 market. Boston-based AMP Agency manages and activates the program. 

In addition to the music stops, the tour visits college campuses, spring break events and Samsonite retailers.

Outside of music, Samsonite focuses on events and pro sports teams located near its North American headquarters in Mansfield, Mass. For example, the company last year partnered with the Head of the Charles Regatta, an event it activates with the Samsonite Tough Tour.

Samsonite also sponsors the NBA Boston Celtics and NFL New England Patriots. The Patriots tie affords “Make Your Case”-branded content on and the right to host the Tough Tour at training camp.