AIR Partners with Snoop Dogg to Launch Exclusive Al Fakher Hookah Flavors
AIR Limited's collaboration with Snoop Dogg to introduce premium hookah flavors represents a strategic move to capitalize on growing global hookah consumption and elevate the profile of hookah culture worldwide.
AIR Limited, the global leader in hookah and pioneer in advanced inhalation technologies, announced a transformative collaboration with legendary rapper and entrepreneur Snoop Dogg. The partnership will see AIR's world-leading hookah brand, Al Fakher, introduce a premium collection of exclusive hookah flavors that fuse Snoop Dogg's signature laid-back lifestyle with Al Fakher's commitment to impeccable quality.
Effective November 3, 2025, five new flavors - "Cloud 92," "Dogg's Delight," "Midnight Blues," "Tha G'z Mix" and "Money Honey" - will be available for purchase internationally at hookah.com. Three flavors - "Cloud 92," "Dogg's Delight" and "Purple Passion" - will be available for purchase in Germany at shisha-world.com. These new imaginative flavors utilize premium ingredients and science-backed safety research to offer a new dynamic experience for hookah enthusiasts worldwide.
The partnership represents a significant strategic move for AIR as hookah consumption continues to grow as a global lifestyle trend, particularly in the United States. AIR stands out as the category leader in premium flavored hookah products, innovative technology and scientifically backed devices. The collaboration brings together the craftsmanship, creativity and heritage of the Al Fakher brand with the power, excitement and creativity of Snoop Dogg to deliver enhanced experiences for customers.
"When a hookah gets lit, you already know you're surrounded by good friends and about to have a good time," said Snoop Dogg. "Teaming up with Al Fakher means we're bringing that same energy to people everywhere - it's all about flavor, culture, and creating moments you don't forget."
Stuart Brazier, CEO of AIR, emphasized the strategic importance of the partnership. "As we evolve into a true lifestyle brand, we're proud to partner with Snoop, a cultural icon, whose vision and influence align perfectly with our mission. We're excited to collaborate on the launch of these new flavors and to work together in elevating the profile of hookah culture around the world."
The announcement comes as AIR has invested more than $115 million into new product innovations since 2019 and maintains over 100 active and pending patents across 18 patent families. Al Fakher is the world's market leader in flavored hookah, larger than the next four competitors combined with an estimated 14 million global users. In addition to Al Fakher, AIR's suite of industry-leading innovative products includes OOKA, a highly innovative, pod-based, charcoal-free electronic hookah device that removes barriers to traditional hookah usage.
For more information about AIR's global operations and innovation programs, visit https://air.global/.