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The Funseekers Collection unites two brands known for travel and adventure.
AirAsia x American Tourister Collaboration
Abc. (AirAsia brand co.), which focuses on strategic development, management, licensing, and merchandising of the AirAsia brand and various associated brands and intellectual properties under Capital A, has teamed up with American Tourister, a prominent global luggage and lifestyle brand, to launch the eagerly awaited The Funseekers Collection, which showcases the AirAsia brand.
The Funseekers Collection unites two brands known for travel and adventure. It combines style, durability, and playful design. The collection reflects the shared vision of both brands: to enhance every journey. With vibrant and practical gear, travellers can confidently set off on their adventures, showcasing their unique style while exploring the world.
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Capital A CEO Tony Fernandes said, “I’m incredibly proud to see AirAsia’s first-ever licensing deal launch — a brand built over the past 23 years to stand for value, accessibility, and inclusivity, and is deeply loved by millions of travellers. This partnership with American Tourister marks a significant step in unlocking new growth opportunities beyond aviation while demonstrating the power of strategic brand collaborations in expanding our reach and building brand loyalty.
At its core, ABC is about monetising the strength of a brand we’ve spent decades building. This collaboration exemplifies how strategic licensing can bring the AirAsia spirit to life in new ways, keeping us connected to people wherever their journeys take them.”
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“The Funseekers Collection is a perfect extension of our brand’s philosophy in creating meaningful connections for travellers - combining practicality with a style that resonates with the free-spirited and the adventurous. Partnering with American Tourister, we’re excited to take part in every traveller’s journey with a collection that not only inspires exploration but also makes travel more accessible, reflecting the heart of what AirAsia represents - connecting people, discovering places, and igniting passion in every journey,” said Rudy Khaw, CEO of Abc.
“Since its establishment in January 2023, Abc. has been dedicated to enhancing the reach and impact of the AirAsia brand worldwide. The company is actively pursuing opportunities in the travel and lifestyle related sectors, leveraging the strength of the AirAsia brand to amplify exposure, reach wider audiences, and add significant value to partners through licensing deals. In addition to building the renowned AirAsia brand, Abc. is also developing an extension through its character intellectual property (IP), AirAsia Buds, with exciting plans to open up more licensing opportunities for interested partners in lifestyle, entertainment content, experiences, and merchandise,” he added.
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“At American Tourister, we’re all about brightening up your travels with bold colours and stylish designs that match the spirit of today’s explorers. By teaming up with AirAsia, we’re taking travel to new heights — where functionality meets fearless style. This collection has vibrant flair and practical features, redefining the travel experience for the bold, adventurous generation. Together, we’re making every journey as colourful and exciting as the destinations themselves!”, said Ambert Khoo, General Manager, Samsonite Malaysia Sdn Bhd.
A Fun-Filled Multi-Sensory Adventure
The Funseekers Collection is a practical yet stylish range of luggage and accessories designed for those who embrace every adventure. This collection features bold black and red medium and cabin-sized luggage and versatile crossbody bags, blending functionality with flair. Whether for a spontaneous weekend getaway or a global adventure, The Funseekers Collection is crafted to elevate every journey.
The collection's fun factors include a playful Floatie Charm attached to each bag, adding a fun and personal touch to every trip. The straps, inspired by aircraft seatbelts, reflect the spirit of travel and adventure, enhancing the collection’s bold design.
Price and Availability in Malaysia
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The Funseekers Collection is now available for purchase at selected retail locations in Malaysia and will soon be available in Singapore, Thailand, Indonesia, the Philippines, Cambodia, and Vietnam.
AirAsia Brand Licensing
“This licensing agreement with American Tourister is a testament to Abc.'s commitment to expanding our brand portfolio and exploring new avenues for growth," said Rudy Khaw, Chief Executive Officer of Abc.
"By leveraging the strength and recognition of the AirAsia brand, we believe this partnership will drive revenue, increase brand awareness, and help us reach new target markets. We aim to showcase the immense potential of our portfolio of brands to other companies looking to collaborate and create value through strategic licensing deals."