American Tourister is calling all fans to “Join the Game” with the launch of its limited-edition Netflix Squid Game Collection, inspired by Netflix’s critically acclaimed TV series.
Timed ahead of Squid Game Season 3’s long-awaited premiere on June 27, 2025, the campaign brings the tension, suspense and iconography of the series into the world of fashion-forward travel.
The campaign, titled “Join the Game”, reimagines the show’s iconic invitation moment and turns it into a live call to action for die-hard fans in one adrenaline-charged launch film.
In the film, everyday individuals receive mysterious invitation cards in unexpected places before chasing masked soldiers towing exclusive luggage.
The chase climaxes at a dramatic standoff in an open arena, where invite-holders gather with cards in hand, ready to take-off like true fans.
The campaign was developed in partnership with independent creative agency Blak Labs.
“The Netflix Squid Game Collection isn’t just travel gear. It’s a cinematic invitation into one of the world’s most iconic shows,” says Alicia Lee, Business Manager, Asia for American Tourister at Samsonite APAC & Middle East. “Whether you’re team Soldier or team Contestant, this collaboration gives fans a way to express their love through fashion and functionality.”
Created with Singapore-based creative agency Blak Labs, the campaign centres on the call to action “Join the Game”, dramatising the lengths fans would go to get their hands on the coveted collection – and transforming everyday travel into a larger-than-life fan experience.
“We didn’t just want to show off luggage,” says Koh Hwee Peng, Creative Partner at Blak Labs. “We wanted fans to feel like they’ve received their own invitation to something epic – because Squid Game isn’t just a show anymore, it’s a cultural movement.”
About the Squid Game Collection
The collection features two distinctive styles, each designed to faithfully reflect the world of Squid Game.
The Soldier Series
Military-style form meets bold utility. With the signature black and pink palette and clean lines, this series includes Cabin and Medium-sized Spinners, backpacks, crossbodies, totes and an exclusive travel pillow that transforms into a hooded mask.
The Game Series
Bright, symbolic and unmistakable. This collection sports playful illustrations inspired by the show’s iconic hieroglyphics with contestant colours of cream and green.
The American Tourister x Netflix Squid Game Collection will be available in stores with in-store activations and giveaways offering fans even more reasons to join the game.
For media enquiries or partnership opportunities, contact Alicia Lee at alicia.lee@samsonite.com.
About American Tourister
With a legacy spanning over 90 years, American Tourister is a global leader in luggage and travel accessories. Renowned for its commitment to quality, durability, and contemporary design, the brand has consistently pushed the boundaries of travel gear, crafting products that blend functionality with style. From iconic luggage collections to cutting-edge backpacks, American Tourister caters to the diverse needs of modern explorers, delivering reliable and fun solutions that enhance every journey.
About Blak Labs
Established in 2010, by five of Singapore’s leading creatives, Blak Labs is a 100% independent creative agency with one purpose. To deliver the best ideas on the feed and beyond; to get people liking, loving, sharing and buying brands. Since 2019, Blak Labs has also added integrated media planning and buying to the creative mix through its sister agency, Instamedia Labs. Blak Labs is part of by The Network, an independent global network of the most creative and future-facing agencies in the world.
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