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* Original by Digency (19 Aug 2026); amended 8 Sep 2026, runbook 5.14:
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* - calls Complianz's own cmplz_set_banner_status('show') and falls back to
* clicking the (hidden) Manage-consent button if that function is absent.
* Rollback: restore the original 12-line version recorded in the runbook. */
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On 20 April 2026, Saudia Airlines and Adidas launched their “Made to Fly” collection, a line of premium tracksuits engineered for travel. Khaled Tash, Saudia Group Chief Marketing Officer, stated, “Today, travel is no longer defined only by destinations, but by identity, culture, and self-expression”.
According to the official press release, this initiative represents a “first-of-its-kind collaboration bridging sportswear and aviation across the Kingdom and beyond”. In fact, this appears to be just the latest version of a broader move towards the ‘lifestyle’ trend across the aviation industry.
Adidas and Saudia Unveil “Made to Fly” Travel Pack Credit:Saudia Airlines Website
Monetising the MENA Transit
While this collaboration is framed as a unique move to monetise passenger dwell time through regional retail channels, targeting a demographic that treats airport transits as curated experiences, the approach ultimately relies on pre-existing corporate strategy frameworks.
Across the Middle East and North Africa, tier-one carriers are actively transitioning from purely transit operators to integrated lifestyle brands. Gulf airlines recognise that non-aeronautical revenue is critical for diversification.
Abu Dhabi Airport Duty Free Credit: Abu Dhabi Airports Website
A Standalone Lifestyle Hub: Luxury Retail for Residents
Commercialisation now extends to terminal infrastructure, exemplified by Abu Dhabi’s Zayed International Airport launching a non-traveller ‘Airport Pass’. By granting residents airside access to luxury retail and dining, the initiative decouples revenue from passenger volume, turning the hub into a standalone lifestyle destination.
Football, Fashion, and Flight
Qatar Airways is just one example of many airlines that pursue a parallel lifestyle integration through mega-sponsorships. By serving as the principal partner for Paris Saint-Germain, the airline embeds its logo into Nike and Jordan Brand gear, leveraging global streetwear relevance without manufacturing physical garments.
Couture at 30,000 Feet: High Fashion Flight Crews
Furthermore, Riyadh Air debuted a bespoke haute couture cabin crew uniform collection with Ashi Studio in Paris before commencing commercial flights, explicitly using fashion to establish early market positioning and cultural cachet.
The Worldwide Airline Apparel Boom: United and Delta Follow Suit
The New Aviation Business Model: Blurring Transport and Retail
The Saudia and Adidas partnership is fundamentally an extension of this global macroeconomic shift. As airlines continue to blur the boundaries between transport operations and retail ecosystems, the passenger journey itself has become a highly monetised commodity.
Stay informed. Get the latest aviation and space news from the Arab world on WhatsApp and Telegram as soon as it is published, or subscribe to our newsletter for a weekly round-up. You can also add us to your preferred sources to see more of our stories in Google Search.
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/* Accessibility quick fixes (WCAG 2.2 AA test, 27 Oct 2026). Safe to switch off.
1 skip link · 2 form autofill · 3 language switcher name · 4 dark-mode button name and state
5 mobile menu state and focus · 6 heading levels for screen readers · 7 author photos
8 form errors linked to fields · 9 "opens in a new tab" for screen readers · 10 main content area */
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var T = isAr
? { skip: 'تخطَّ إلى المحتوى الرئيسي', dark: 'الوضع المظلم', newTab: ' (يُفتح في علامة تبويب جديدة)' }
: { skip: 'Skip to main content', dark: 'Dark mode', newTab: ' (opens in a new tab)' };function visible(el) {
if (!el) { return false; }
var r = el.getBoundingClientRect(), s = getComputedStyle(el);
return r.width > 0 && r.height > 0 && s.visibility !== 'hidden' && s.display !== 'none' && r.right > 0 && r.left < window.innerWidth;
}function run() {
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var header = document.getElementById('theme-header');
var target = header ? header.nextElementSibling : null;
while (target && (target.tagName === 'SCRIPT' || target.tagName === 'STYLE')) { target = target.nextElementSibling; }
if (target && !document.querySelector('.aj-skip-link')) {
if (!target.id) { target.id = 'aj-main'; }
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a.addEventListener('click', function () { setTimeout(function () { target.focus({ preventScroll: true }); }, 0); });
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}/* 10. Main content area (WCAG 1.3.1): pages with none (the home pages) get one */
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target.setAttribute('role', 'main');
}/* 2. Form autofill (WCAG 1.3.5) */
var inputs = document.querySelectorAll('form input');
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else if (/first_name/.test(n)) { v = 'given-name'; }
else if (/last_name/.test(n)) { v = 'family-name'; }
else if (el.type === 'text' && /^(name|full name|الاسم|الإسم)\b/.test(l)) { v = 'name'; }
else if (el.type === 'url') { v = 'url'; }
if (v) { el.setAttribute('autocomplete', v); }
}/* 3. Language switcher (WCAG 2.4.4, 3.1.2): name the target language in that language */
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var toAr = /\/ar(\/|$)/.test(sw[s].getAttribute('href') || '');
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sw[s].setAttribute('lang', toAr ? 'ar' : 'en');
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var ims = sw[s].querySelectorAll('img');
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var skins = document.querySelectorAll('a.change-skin');
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for (var d = 0; d < skins.length; d++) {
skins[d].setAttribute('role', 'button');
skins[d].setAttribute('aria-label', T.dark);
skins[d].setAttribute('title', T.dark);
skins[d].addEventListener('click', function () { setTimeout(syncSkin, 300); });
skins[d].addEventListener('keydown', function (e) { if (e.key === ' ') { e.preventDefault(); this.click(); } });
}
syncSkin();/* 5. Mobile menu (WCAG 4.1.2, 2.4.3): report open/closed, move focus in on open and back on close */
var btn = document.getElementById('mobile-menu-icon');
var panel = document.querySelector('.side-aside');
if (btn && panel) {
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btn.setAttribute('aria-expanded', 'false');
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var byline = document.querySelector('a.author-name[href="' + lk.getAttribute('href') + '"]');
var strong = boxes[b].querySelector('.m-a-box-bio strong, [itemprop="name"]');
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if (ids.indexOf(errs[e].id) === -1) { ids.push(errs[e].id); field.setAttribute('aria-describedby', ids.join(' ')); }
}
}
function watchForms() {
var forms = document.querySelectorAll('form.frm-fluent-form');
if (!window.MutationObserver) { return; }
for (var f = 0; f < forms.length; f++) {
new MutationObserver(function () { linkErrors(); }).observe(forms[f], { childList: true, subtree: true });
}
}function start() { run(); watchForms(); }
if (document.readyState === 'loading') { document.addEventListener('DOMContentLoaded', start); } else { start(); }
})();
/* Aljaweea newsletter form (form 10): on Arabic pages, pre-select the Arabic edition.
2 Nov 2026 (Claude, runbook 8.82). Decision D-05 asks for the page language to be pre-selected through
the WPML translation of the field's default value; WPML does not offer that value for translation,
so this is the flagged fallback. The stored values stay "English" / "العربية" for the FluentCRM tag routing.
Rollback: set this snippet to Draft (the Arabic page then pre-selects English). */
(function () {
function run() {
if (!/^ar/i.test(document.documentElement.lang || '')) { return; }
var radios = document.querySelectorAll('form.fluent_form_10 input[type="radio"][name="dropdown"]');
for (var i = 0; i < radios.length; i++) {
if (radios[i].value === 'العربية') { radios[i].checked = true; radios[i].dispatchEvent(new Event('change', { bubbles: true })); }
}
}
/* Runs whether or not the page has finished loading (Breeze may delay scripts). */
if (document.readyState === 'loading') { document.addEventListener('DOMContentLoaded', run); } else { run(); }
})();
/* Aljaweea forms: let Fluent Forms show its own error messages.
2 Nov 2026 (Claude, runbook 8.86; finding V-1 of the 8.85 test). Without this, the browser's own email check
stops the form when an address has no "@" and shows the browser's pop-up in the browser's language (English on
Arabic pages for most visitors), so our message from the forms standard (1.4) never appears.
"novalidate" switches off only the browser's own check: Fluent Forms still checks every field in the browser
and again on the server, so a badly formed address is still refused - now with our wording, in the page language.
Rollback: set this snippet to Draft. */
(function () {
function run() {
var forms = document.querySelectorAll('form.frm-fluent-form');
for (var i = 0; i < forms.length; i++) { forms[i].setAttribute('novalidate', 'novalidate'); }
}
/* Runs whether or not the page has finished loading (Breeze may delay scripts). */
if (document.readyState === 'loading') { document.addEventListener('DOMContentLoaded', run); } else { run(); }
})();
ai_front = {"insertion_before":"BEFORE","insertion_after":"AFTER","insertion_prepend":"PREPEND CONTENT","insertion_append":"APPEND CONTENT","insertion_replace_content":"REPLACE CONTENT","insertion_replace_element":"REPLACE ELEMENT","visible":"VISIBLE","hidden":"HIDDEN","fallback":"FALLBACK","automatically_placed":"Automatically placed by AdSense Auto ads code","cancel":"Cancel","use":"Use","add":"Add","parent":"Parent","cancel_element_selection":"Cancel element selection","select_parent_element":"Select parent element","css_selector":"CSS selector","use_current_selector":"Use current selector","element":"ELEMENT","path":"PATH","selector":"SELECTOR"};
