The airline teamed up with brands such as This Is Ground, STATE and Athltetic Propulsion Labs; yes, APL, the sneaker company you keep seeing all over your Instagram feed. APL also does collaborations with SoulCycle from time to time and is sold in stores like Bandier, so you know they're legit.
You'll find the APL-branded kits on cross-country Flagship First and Business routes, complete with skincare products from Zenology, an oversized eye mask, and a FlyFit hydration pack and earplugs. In related news: You're on your way to becoming a travel and fitness influencer.
The International Flagship First and Business kits are designed from This Is Ground, a leather accessory company. They'll also feature skincare products, this time from Allies of Skin, and will feature a few different colors and styles. Personally, I'm least impressed with these, even though they're on the longest routes and are supposed to be the best of the best.
If you're flying in international premium economy, you'll be treated to kits designed by STATE, another popular millennial clothing brand. The skincare products you'll find inside will be designed by Baxter of California. If they really wanted to appeal to millennials, they'd opt for Drunk Elephant, Glossier or Mario Badescu or even some activated charcoal, but you know what they say... ya win some, ya lose some.
The airline has a habit of refreshing its amenity kits every year or so; last year, they featured ones designed by Cole Haan. You can start to find the new and improved ones on premium routes starting in mid-February.
TPG reader Henry says, "What American announced today is a step in the right direction for a more premium looking-kit. The case itself — especially long haul biz and first class cases look very nice — has a much better design, and is much more useful to the traveler than what American has been offering." Of course, no one is going to pick their airline loyalty based off the amenity kits, but it could be the cherry on top... or end of the road.
From one basic millennial to American Airlines' marketing team: Great job. If you need me, I'll be eating avocado toast at the Admirals Lounge.
