Dubai, UAE: Adidas and Saudia Launch ‘Made to Fly’ Travel Wear Collection for a New Era of Airport Fashion

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In a groundbreaking move that blends fashion with the travel experience, Adidas and Saudia, Saudi Arabia’s national carrier, have teamed up to create a travel-inspired clothing collection. Officially launching on April 20, 2026, the “Made to Fly” collection brings together comfort, functionality, and modern travel aesthetics, catering to the new generation of travelers who now consider the airport experience an integral part of their journey.

The collection, which will be available in select stores and online across Saudi Arabia, UAE, Egypt, and Morocco, centers around casual, yet elevated, airport attire. Designed from Adidas’ premium “SOFT LUX” range, the collection focuses on tracksuits with a stylish twist, ensuring both comfort for long-haul flights and style for those transitioning through airports.

Reimagining the Airport Experience

Today’s travelers, particularly younger generations, are increasingly viewing the time spent in airports as an extension of their travel experience, rather than simply waiting around to board a flight. Adidas and Saudia have recognized this shift in mindset, with the new collection aiming to meet the desires of modern travelers who want to look and feel good while traveling. This collaboration takes the traditional tracksuit and elevates it into a sophisticated “travel uniform,” blending sporty elegance with practicality.

Bilal Fares, SVP and GM of Adidas EMC, highlighted the significance of the collaboration, stating: “This partnership has allowed us to reinterpret one of Adidas’ most refined sportswear lines through the lens of travel. By bringing together Saudia’s connection to movement and Adidas’ sportswear heritage, we’ve created a collection that feels elevated, effortless, and relevant to today’s consumer.”

The collection’s designs incorporate sleek, aviation-inspired elements and distinct Saudi cultural cues. From modern tracksuits to comfortable tops and stylish pants, each piece is crafted from a high-quality, peached spacer fabric made from a blend of modal and liquid cotton. The fabric ensures maximum comfort and durability, making it perfect for wear during airport transitions, long flights, or even post-flight relaxation.

Saudia’s Broader Lifestyle Shift and Airline Branding

This collaboration with Adidas is part of a broader trend in the airline industry where airlines, particularly in the Gulf region, are expanding their brands beyond traditional flight services into lifestyle spaces. Today, air travel is no longer just about the destinations; it’s about the identity and culture associated with it.

Khaled Tash, Chief Marketing Officer at Saudia, expressed how the airline has embraced this new approach: “For 80 years, Saudia has connected the Kingdom to the world. Today, travel is no longer defined only by destinations but by identity, culture, and self-expression.” He added that the collection fits perfectly into Saudia’s ongoing efforts to tap into the travel lifestyle shift, aligning with their 2023 rebranding, which expanded the airline’s focus from just air travel to broader cultural and lifestyle engagement.

This trend mirrors what we’re seeing with other airlines as well. For example, Dubai-based Emirates has embraced the lifestyle angle through its Emirates Official Store, offering branded luggage, travel accessories, and even exclusive mini aircraft models. Etihad Airways has also stepped into the lifestyle market with its Etihad Boutique, providing premium travel accessories and high-end fashion collaborations. Similarly, Qatar Airways has increased its lifestyle presence through sponsorships, and Singapore Airlines innovated during the pandemic by offering in-home dining experiences.

The New Wave of Travel Wear

The Adidas x Saudia collaboration is responding directly to the evolving needs of today’s travelers, who are looking for more than just efficient travel. They want to incorporate style and comfort as a part of their travel journey. The “Made to Fly” collection is an answer to this demand, offering a blend of fashion-forward design with the comfort required for long flights, airport queues, and everything in between. It’s an exciting reflection of the ongoing trend where athleisure and airport fashion merge seamlessly.

The collection’s modern designs allow travelers to express themselves with style, even while they’re on the go. Whether you’re traveling for business, leisure, or even just a weekend getaway, the collection promises comfort and flair, making it the go-to brand for today’s sophisticated traveler.