AirAsia Philippines has partnered with American Tourister to launch an exclusive luggage collection, marking the airline’s first venture into brand licensing through its management arm, Abc.
The new FunSeeker Collection features design elements inspired by AirAsia’s signature branding, including bag straps that mirror the airline’s distinctive red seat belts. The product line includes crossbody bags priced at PHP6,250, cabin-size spinner luggage at PHP20,550, and medium-size spinner luggage at PHP22,550.
Capital A CEO Tony Fernandes emphasized the strategic importance of the partnership, noting that it represents a significant step in expanding AirAsia’s presence beyond aviation.
“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,” Fernandes said.
AirAsia Philippines CEO Ricky Isla highlighted the collection’s alignment with the airline’s mission of making travel more accessible.
“We believe travel should be accessible to everyone, regardless of background or status,” Isla said. “The launch of the FunSeeker Collection is a step forward in our mission to make travel an inclusive experience, offering stylish, functional luggage that lets every traveler express their individuality and adventurous spirit”
The collection targets younger travelers, particularly Gen Z and Millennials, with its vibrant designs and functional features. Customers can purchase the products through various channels, including the American Tourister Philippines website, Shopee Mall, LazMall, and select physical stores across Metro Manila, including SM Megamall, SM Mall of Asia, and SM North Edsa.
This collaboration represents a significant milestone for AirAsia’s brand management strategy, as it marks the first licensing partnership in the company’s 23-year history. The initiative aims to strengthen the airline’s connection with travelers while creating new revenue streams beyond traditional aviation services.
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