Abc., (AirAsia brand co.) specialising in the strategic development, management, licensing, and merchandising of the AirAsia brand along with a portfolio of associated brands and intellectual properties under Capital A, has partnered with American Tourister, a leading global luggage and lifestyle brand, to unveil the highly anticipated The Funseekers Collection, featuring the AirAsia brand.
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AirAsiaAbc., (AirAsia brand co.) specialising in the strategic development, management, licensing, and merchandising of the AirAsia brand along with a portfolio of associated brands and intellectual properties under Capital A, has partnered with American Tourister, a leading global luggage and lifestyle brand, to unveil the highly anticipated The Funseekers Collection, featuring the AirAsia brand.
Bringing together two iconic brands synonymous with travel and adventure, The Funseekers Collection blends style, durability, and playful design, embodying the shared vision of both brands to elevate every journey. With vibrant and functional gear, travellers can confidently embark on their adventures, expressing their personality while exploring the world in style.
Capital A CEO Tony Fernandes said, “I’m incredibly proud to see the launch of AirAsia’s first-ever licensing deal — a brand that has been 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.”
“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.
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“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.
“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 is packed with 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. Featuring bold black and red medium and cabin-sized luggage, as well as versatile crossbody bags, this collection seamlessly blends functionality with flair. Whether for a spontaneous weekend getaway or a global adventure, The Funseekers Collection is crafted to elevate every journey.
Fun factors of the collection include a playful Floatie Charm attached to each bag, adding a fun and personal touch to every trip. The aircraft seatbelt-inspired straps 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. For those interested in exploring licensing opportunities with AirAsia, please reach out to licensing@airasiabrandco.com”
Source: AirAsia
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