Saudia and adidas staff up on a travel-ready way of life assortment

TORONTO: Saudi Arabia’s nationwide flag provider Saudia has teamed up with Adidas to launch the “Made to Fly” pack, a capsule assortment that marks the primary collaboration of its form between a worldwide sportswear model and a regional airline.

The assortment, constructed on Adidas’ Soft Lux line, reframes the tracksuit as “a modern travel uniform — not just something you wear to the gym,” Bilal Fares, senior vp and basic supervisor of Adidas EMC, advised Arab News.

Subtle nods to aviation and Saudi id are woven into the aesthetic, conserving the look understated somewhat than literal.

For Adidas, the collaboration is about “stretching how people see” the model, Fares stated.

Adidas is thought 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’s half of a bigger push past aviation into tradition and way of life, constructing on its 2023 rebrand, stated Khaled Tash, Saudia’s group chief advertising 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 additionally explains why a Saudi-rooted assortment is launching throughout 4 markets: Saudi Arabia, the UAE, Egypt and Morocco. Both Fares and Tash stated the latter three markets share robust cultural and client ties to the Kingdom, making them a pure extension for a Saudi-led way of life story.

The aviation sector has been going through main disruptions because of geopolitical tensions, however for Saudia, investing in model and tradition is a part of constructing long-term relevance.

“The aviation sector will always be shaped by global developments,” Tash stated. “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 accessible now in choose adidas shops and on-line throughout all 4 markets.