SAN FRANCISCO, CA (BRAIN)—Timbuk2 has joined the ranks of iconic brands like Apple, Converse and Dell with the creation of its Product Red special edition classic messenger bag.
Timbuk2 will contribute 5 percent of the profits from Product Red bags to the Global Fund to help fight against AIDS in Africa.
“It’s an honor to be chosen as the iconic bag for such a powerful worldwide cause,” says Kevin McSpadden, chief marketing officer at Timbuk2. “Timbuk2 is proud to be a Product Red Special Edition partner and we encourage our brand loyalists to help us save lives.”
McSpadden began talking with the Global Fund last May about developing a product that would be a symbol for the Product Red cause, as well as hold all other Product Red products like the Apple iPod nano, Converse Chuck Taylors and Dell Inspirion Mini computer.
The design team ultimately came up with two medium-sized classic messenger bags in two red and black color schemes.
Timbuk2 officially launched sale of the bags through its Web site and at pop-up stores in London, San Francisco, New York and Tokyo on World AIDS Day earlier this month.
The bags, which wholesale for $50 and retail for $95, incorporate all the 2010 updates to Timbuk2’s classic messenger styles like the True Fit cam buckle to adjust the fit.
They’ll be available to retailers in March.
Timbuk2 is interested in talking with current and potentially new retailers about partnering to drive unit sales of the limited edition bags into key markets.
“Our goal was to get into the tens of thousands of units if we can find the right retail partners to participate,” he said.
—Nicole Formosa
