Adidas and Saudia unveil 'Made to Fly' travel pack

The adidas x Saudia “Made to Fly” pack is a fascinating collaboration that blends sportswear with aviation, marking a new lifestyle frontier in the Middle East and North Africa.

First-of-its-kind partnership:
Bridges sport, culture, and travel across Saudi Arabia, UAE, Egypt, and Morocco.

SOFT LUX foundation:
Built on adidas’ premium SOFT LUX line, reimagining the tracksuit as a modern travel essential.

Design details:
Aviation-inspired cues and Saudi cultural elements elevate the minimalist silhouette into a refined travel uniform.

Materials & craftsmanship:
Peached spacer fabric with modal, enhanced by liquid cotton treatment, delivering exceptional softness and comfort for travel and everyday wear.

Purpose:
Designed for airport transitions, inflight comfort, and life on the move — reflecting travel as part of personal identity.

Strategic Impact
- For adidas: Expands its reach into the travel lifestyle segment, aligning with cultural momentum in the region.
- For Saudia: Extends its brand beyond aviation into culture and lifestyle, building on its 2023 rebrand and reinforcing modern Saudi ambition.
- Consumer connection: Targets a new generation of travelers who see movement as self-expression, not just transportation.

This collaboration positions Saudia not just as an airline, but as a cultural brand, while adidas strengthens its presence in the Middle East by tying sportswear to travel rituals.