Saudia and adidas have introduced the adidas x Saudia Made to Fly pack, a first-of-its-kind collaboration in the region bringing together sportswear and aviation, marking a new frontier at the intersection of sport, culture and travel.
The campaign has been rolled out across digital, social media and owned media channels. The adidas x Saudia Made to Fly pack is available in selected adidas stores across Saudi Arabia, the UAE, Egypt and Morocco, as well as online.
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As the national flag carrier of the Kingdom of Saudi Arabia, Saudia has shaped the Kingdom’s travel landscape for decades, becoming synonymous with connection, national pride and global reach.
By partnering with adidas, a global sportswear brand, the collaboration creates a bridge between travel and sportswear, connecting more deeply with a new generation of Saudi consumers.
Khaled Tash, Chief Marketing Officer at Saudia Group, said:,“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. Building on our 2023 rebrand, which marked a new chapter in our global journey, we are expanding our brand presence beyond aviation into culture and lifestyle. Our collaboration with adidas brings these elements together, transforming movement into a statement of modern Saudi ambition and capturing the confidence and creativity shaping the Kingdom today.”
Built on adidas’ SOFT LUX line, the Made to Fly pack reimagines the tracksuit as a modern travel essential. SOFT LUX is where modern sophistication meets effortless luxury, combining minimalist design, premium materials and refined craftsmanship.
Subtle aviation-inspired details and Saudi design cues elevate the SOFT LUX silhouette into a refined travel essential, balancing function with a clean, modern aesthetic.
The result is a wardrobe that feels both timeless and contemporary, reflecting adidas and Saudia’s shared vision of movement, identity and the rituals of travel.
Bilal Fares, SVP and GM, adidas EMC, said, “This collaboration allowed us to reinterpret one of adidas’ most refined sportswear lines through the lens of travel, alongside a brand that has shaped the Kingdom’s travel culture for generations. By bringing together Saudia’s connection to movement and adidas’ sportswear heritage, we created a collection that feels elevated, effortless and relevant to today’s consumer.”
Crafted with a peached spacer fabric with modal, enhanced by a liquid cotton treatment, the SOFT LUX line delivers a smooth, refined texture and an exceptionally soft hand feel, designed for comfort, movement and everyday wear.
Blending influences from fashion, movement and aviation, the adidas x Saudia Made to Fly pack positions the tracksuit as a modern travel uniform, designed for airport transitions, inflight comfort and life on the move.
Rooted in the Kingdom’s cultural momentum, the collaboration reflects how a new generation approaches travel as an extension of personal identity and global outlook.
