AIR Partners with Snoop Dogg to Launch Exclusive Al Fakher Hookah Flavors

AIR Limited, the global leader in hookah and pioneer in advanced inhalation technologies, announced a transformative collaboration with legendary rapper, entrepreneur and cultural icon Snoop Dogg. AIR's world-leading hookah brand, Al Fakher, will 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, the following flavors – "Cloud 92," "Dogg's Delight," "Midnight Blues," "Tha G'z Mix" and "Money Honey" – will be available for purchase internationally at hookah.com, while "Cloud 92," "Dogg's Delight" and "Purple Passion" will be available for purchase in Germany at shisha-world.com.

Joining Al Fakher's suite of original varieties, these new imaginative flavors utilize premium ingredients and science-backed safety research to offer a new dynamic experience for hookah enthusiasts to enjoy all over the world. In partnering with Snoop Dogg, AIR aims to bring together the craftsmanship, creativity and heritage of its Al Fakher brand with the power, excitement and creativity of Snoop Dogg to deliver the very best experience for its customers. Snoop Dogg expressed enthusiasm for the collaboration, stating, "When a hookah gets lit, you already know you're surrounded by good friends and about to have a good time. 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."

The partnership represents a strategic move as hookah consumption continues to grow as a global lifestyle trend, particularly in the United States. Stuart Brazier, CEO of AIR, emphasized the company's position as the category leader in premium flavored hookah products, innovative technology and scientifically backed devices. "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," Brazier stated. "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."

This collaboration builds on AIR's substantial investment in innovation, with more than $115 million allocated to new product developments since 2019. The company maintains over 100 active and pending patents across 18 patent families, demonstrating its commitment to technological advancement in the hookah industry. Al Fakher's market dominance is significant, being larger than the next four competitors combined with an estimated 14 million global users. Beyond traditional hookah products, AIR's innovative portfolio includes OOKA, a highly innovative, pod-based, charcoal-free electronic hookah device that removes barriers to traditional hookah usage, including setup complexities and charcoal requirements.