Samsonite Israel is placing its UPSCAPE luggage line in the prime-time spotlight through a renewed collaboration with Big Brother Israel on Reshet 13, according to company information provided for the 2026 season. The suitcases entered the house with the contestants, turning the travel product into a visible part of the show’s style and branding.
The partnership, continuing a long-running connection between Samsonite and the Israeli reality franchise, centers on the large 81-centimeter UPSCAPE model. Each contestant received a hard-shell suitcase designed to support an extended stay inside the closed home.
A summer collection built for screen visibility
The latest launch highlights a stronger summer color palette alongside classic shades including black, dark blue, yellow, and green. Four limited-edition colors were also added: Lava Orange, Soft Sage, clean white, and a fresh grass green.
The result is a product line designed to stand out visually in a crowded television frame, while maintaining the brand’s practical travel positioning. Recent Jerusalem Post consumer coverage has also highlighted Samsonite’s broader 2026 luggage activity in Israel, including its INTUO series launch ahead of the summer travel season.
Designed as a full wardrobe on wheels
The model used by the contestants is the largest UPSCAPE suitcase, measuring 81 cm and offering capacity of up to 145 liters. For participants entering a closed reality format with no regular exits, the suitcase effectively functions as a mobile wardrobe.
The UPSCAPE line is made of 100% polypropylene and includes four double wheels, a built-in TSA lock, and a two-sided interior structure with dividers and straps for organization. Samsonite says the design combines durability, comfort, and storage efficiency.
From reality exposure to consumer demand
The collaboration reflects a wider trend in which consumer products gain visibility through reality television and lifestyle programming. JPost.com has recently covered consumer partnerships involving Reshet 13 and prime-time branding, including a limited-edition Sweetbox tied to a reality-show format.
Yarden Wachs, CEO of Samsonite Israel in the Roltime Group, said the connection between the brand and the show is based on a shared idea of personal journeys. A suitcase accompanies people through transitions, while Big Brother presents an intensive human journey in front of the cameras, she said.
Price and availability
The UPSCAPE 81 cm suitcase, the model used by the contestants, is sold at a recommended retail price of approximately NIS 1,550. It is available at Samsonite stores across Israel, through the official website, and at authorized retailers.
The campaign positions the suitcase as both a travel product and a lifestyle item linked to one of Israel’s most visible television formats. Related Jerusalem Post coverage has examined travel and luggage trends as Israelis prepare for the 2026 summer travel season.