
AirAsia Teams Up with American Tourister to Launch ‘The Funseekers Collection’ for Adventurous Travelers
(IN SHORT) Abc. (AirAsia brand co.) and American Tourister have launched “The Funseekers Collection,” a new line of luggage and travel accessories that combines style and practicality. This strategic partnership marks AirAsia’s first major licensing deal and expands the brand’s reach beyond aviation. The collection features vibrant, durable gear designed for adventurous travelers and will be available across several Southeast Asian countries starting in Malaysia.
(PRESS RELEASE) KUALA LUMPUR, MALAYSIA, 2025-Jan-22 — /Travel PR News/ — Abc., the company responsible for managing and expanding the AirAsia brand and its associated intellectual properties under Capital A, has formed a new strategic partnership with American Tourister, a renowned global luggage and lifestyle brand. Together, they are unveiling the eagerly awaited “The Funseekers Collection,” which prominently features the AirAsia brand and aims to offer vibrant, durable, and stylish travel gear to adventurers around the world.
The collaboration unites two brands known for their association with travel, exploration, and adventure. The Funseekers Collection combines the playful spirit and functionality that both brands stand for, creating products that allow travellers to express their personalities while embarking on new journeys. This collection aims to enhance the travel experience with stylish yet practical luggage, perfect for those seeking both flair and functionality.
Tony Fernandes, CEO of Capital A, expressed his pride in the collaboration: “AirAsia has been built over the past 23 years to stand for value, accessibility, and inclusivity. This partnership with American Tourister is a huge milestone in expanding our brand’s reach beyond aviation. By strategically licensing the AirAsia brand, we are bringing our spirit to life in innovative new ways that connect us with people wherever they are.”
Rudy Khaw, CEO of Abc., added, “This collaboration is an ideal reflection of AirAsia’s ethos—connecting people, exploring new places, and inspiring passion through every journey. American Tourister’s partnership brings our brand’s commitment to accessibility and adventure into the travel space, offering products that make travel fun and inspiring.”
Launched in January 2023, Abc. has been working to expand the reach of the AirAsia brand worldwide, moving into various travel and lifestyle sectors. The company is using the AirAsia brand’s strength to create new licensing opportunities, and it’s also developing intellectual property extensions, including the AirAsia Buds character, which will further open up new avenues for collaboration in lifestyle, entertainment, and merchandise.
Ambert Khoo, General Manager of Samsonite Malaysia Sdn Bhd, the parent company of American Tourister, shared, “At American Tourister, we aim to bring joy and excitement to every journey with our bold, colorful products. This partnership with AirAsia elevates travel to new heights, where functionality meets vibrant design, creating a collection that redefines the travel experience for the bold, adventurous traveler.”
The Funseekers Collection includes bold, black-and-red medium and cabin-sized luggage, as well as versatile crossbody bags, each with a unique twist. A playful Floatie Charm attached to each piece adds a fun, personal touch, while the aircraft seatbelt-inspired straps highlight the spirit of adventure. This collection promises to be both stylish and practical, making it the perfect choice for any traveler, whether embarking on a spontaneous weekend getaway or a global adventure.
The collection is now available for purchase in Malaysia at selected retail locations, with plans to expand to other countries, including Singapore, Thailand, Indonesia, the Philippines, Cambodia, and Vietnam.
Rudy Khaw further emphasized, “This partnership demonstrates Abc.’s commitment to expanding the AirAsia brand and exploring new growth opportunities. By leveraging AirAsia’s strong global recognition, we aim to increase brand awareness, drive revenue, and enter new markets. We are eager to explore future licensing opportunities with partners who share our vision.”
About AirAsia brand co.
AirAsia brand co. (Abc.) oversees the management and development of the AirAsia masterbrand and other intellectual property (IP) developed for Capital A Group’s brand expansion initiatives. This includes licensing the AirAsia brand and associated IP through trademark agreements with both Capital A and AirAsia Aviation Group as well as strategic licensee partners outside of the group. Through these strategic partnerships, Abc. ensures consistent brand representation while unlocking new opportunities across diverse industries, based on its two decades of Asean and aviation expertise.
About American Tourister
With American Tourister, it’s all about fun and adventure! Ignite your wanderlust with a vibrant range of bags, backpacks, luggage, and travel accessories that were designed to express your unique personalities. Every bag is made for an adventure, so pack it up and explore the world in style!
Media Contact:
Daphne Cheah
communications@airasia.com
Source: AirAsia
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