American Tourister Luggage Invites Die-Hard Fans to Join the Squid Game

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 27th, 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.”