TORONTO: Saudi Arabia’s national flag carrier Saudia has teamed up with Adidas to launch the “Made to Fly” pack, a capsule collection that marks the first collaboration of its kind between a global sportswear brand and a regional airline.
The collection, built on Adidas’ Soft Lux line, reframes the tracksuit as “a modern travel uniform — not just something you wear to the gym,” Bilal Fares, senior vice president and general manager of Adidas EMC, told Arab News.
Subtle nods to aviation and Saudi identity are woven into the aesthetic, keeping the look understated rather than literal.
Subtle nods to aviation and Saudi identity are woven into the aesthetic, keeping the look understated rather than literal. (Supplied)
For Adidas, the collaboration is about “stretching how people see” the brand, Fares said.
Adidas is known for sport, “but we’re increasingly showing up in lifestyle spaces in a more elevated way,” and this partnership “lets us tell a different kind of story, one that sits at the intersection of travel, culture and identity,” he added.
For Saudia, it is part of a larger push beyond aviation into culture and lifestyle, building on its 2023 rebrand, said Khaled Tash, Saudia’s group chief marketing officer. “It brings our role as the national flag carrier into a more contemporary cultural space, reflecting the connection between travel, identity, and modern Saudi culture and lifestyle.”
That also explains why a Saudi-rooted collection is launching across four markets: Saudi Arabia, the UAE, Egypt and Morocco. Both Fares and Tash said the latter three markets share strong cultural and consumer ties to the Kingdom, making them a natural extension for a Saudi-led lifestyle story.
The aviation sector has been facing major disruptions due to geopolitical tensions, but for Saudia, investing in brand and culture is part of building long-term relevance.
“The aviation sector will always be shaped by global developments,” Tash said. “As the national flag carrier of Saudi Arabia, Saudia’s role extends beyond air transport. We carry the Kingdom’s identity, connect Saudi Arabia to the world, and reflect the hospitality, ambition, and cultural confidence shaping the country today.”
The “Made to Fly” pack is available now in select adidas stores and online across all four markets.
