Saudi Arabia’s flag carrier Saudia and global sportswear giant Adidas on Monday unveiled a joint “Made to Fly” travel collection, marking what they described as a first-of-its-kind collaboration in the region linking aviation and sportswear.

The collection will be available from April 20 in Saudi Arabia, the United Arab Emirates, Egypt and Morocco, both in selected retail outlets and online platforms, a press release said.

Built on Adidas’ “SOFT LUX” line, the travel pack reimagines the traditional tracksuit as a modern travel essential, combining minimalist design with aviation-inspired elements and Saudi cultural cues. The companies said the collection is designed to cater to a new generation of travellers seeking comfort, style and identity in transit.

“This collaboration allowed us to reinterpret one of Adidas’ most refined sportswear lines through the lens of travel,” said Bilal Fares, senior vice-president and general manager for Adidas EMC, adding that the partnership merges sportswear heritage with travel culture.

Saudia’s Chief Marketing Officer Khaled Tash said the initiative reflects a broader shift in how travel is perceived. “Travel is no longer defined only by destinations but by identity, culture, and self-expression,” he said, noting that the airline is expanding its brand presence beyond aviation into lifestyle and cultural domains.

The move comes as airlines globally explore new revenue streams and brand extensions, including partnerships in retail and lifestyle sectors, to engage customers beyond traditional flight services.

Industry analysts say such collaborations can enhance brand visibility and customer loyalty, particularly among younger consumers, while reinforcing an airline’s identity in competitive international markets.

Saudia, established in 1945, operates a network of around 100 destinations across four continents and has been a member of the SkyTeam alliance since 2012.

The companies said the “Made to Fly” collection aims to position travel apparel as part of a broader lifestyle experience, with further collaborations in similar areas not ruled out as airlines continue to diversify their offerings.

Source: PR