After decades of aviation service, now the airline is selling the journey and what passengers wear in transit. Adidas and Saudi national carrier Saudia launched a travel-focused clothing collection across the Middle East and North Africa on April 20. Appealing to travelers who now view airports as part of the travel experience.

The collection, called “Made to Fly,” is available in select stores and online across Saudi Arabia, the UAE, Egypt and Morocco. It draws from Adidas’ SOFT LUX line, positioning the tracksuit as a travel uniform, designed for transit, from check-in to the long-haul cabin with equal intent. The fabric is a peached spacer blend with modal and liquid cotton treatment, which is a technical description of: easy to wear, easy to pack, hard to wrinkle.

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“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,” said Bilal Fares, SVP and GM at Adidas EMC.

The partnership is part of a strategic expansion by Saudia to extend its brand beyond the cabin. Khaled Tash, the airline’s Chief Marketing Officer, said the collaboration builds on Saudia’s 2023 rebrand and reflects a shift in how the airline wants to be seen, less a transport provider, more a lifestyle one.

That shift is not unique to Saudia. Gulf carriers, especially have been extending their brand reach Emirates runs a official retail store selling branded luggage, accessories and miniature aircraft. Etihad features the Etihad Boutique, offering premium travel accessories and exclusive fashion collaborations. Riyadh Air, yet to operate its first commercial flight, unveiled a couture collection in Paris, Qatar Airways has leaned into high-profile sponsorships.

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Broadly, the message is clear: the flight is just one part of what passengers are paying for, the remainder is tied to identity. Whether a branded tracksuit holds measurable influence open to debate. Adidas and Saudia are clearly wagering that for a certain type of traveler, the airport ensemble matters just as much as the destination itself.

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The traditional gym, as people’ve long known it, is vanishing. What is replacing it is something harder to define and considerably more expensive, part recovery clinic, part members club, part architectural statement. These four spaces are leading that shift.

Blanche — Paris, France

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Blanche occupies a former 19th-century private mansion. The interiors are minimalist but palatial, it’s a space designed to resemble a peaceful retreat than a conventional workout facility. Spread across multiple floors, the offering covers Ashtanga yoga, Pilates, private training sessions and a granite-encased hydrotherapy infinity pool with a steam and sauna room in the basement. On the first floor, B.B., helmed by chef Jean Imbert, serves its carefully crafted menu, built from local produce, served in a setting that looks like a proper Parisian café.

Kintsugi Space — Abu Dhabi, UAE

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On Al Reem Island, Kintsugi Space runs across seven floors and operates as an exclusively women’s retreat. The concept draws from the Japanese philosophy of kintsugi, the idea that what is broken becomes more valuable in its repair, and applies that logic to wellness, pairing ancient healing traditions with therapies like quantum healing, advanced biohacking and rebalancing facials. Phones are discouraged at the door. The intention is total immersion, and the design enforces it.

Surrenne — London, UK

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Surrenne sits in Knightsbridge and was designed by Remi Tessier, who made his name on yachts and private jets before turning his attention to the Penthouse at Claridge’s. Spread over four floors, is a facility where the swimming pool has an in-built sound system for underwater meditation and the gym shares a building with a longevity clinic backed by a scientific advisory board that includes Dr. Andrew Huberman and Dr. David Sinclair. The Tracy Anderson Method handles cardio. Nutritionist Rosemary Ferguson designed the café menu. It is the kind of place that treats recovery as a medical discipline rather than a nice-to-have.

SIRO — Dubai, UAE

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Launched by Kerzner International, SIRO is a full hospitality concept built around physical optimisation. Guest rooms are tech-enabled for sleep quality. Dining is modular and can be adjusted by in-house nutritionists for the duration of a stay. Recovery therapies are integrated with contemporary design in a space that feels more like a carefully curated urban retreat than a traditional hotel.

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The United Arab Emirates has spent the decade reshaping leadership models. It is no longer defined by oil, real estate or old industries. The country is now investing in space, technology, diplomacy and healthcare. Women are right in the middle of all these changes.

These women are actively driving change. They are in positions where they make decisions, create policies and shape long-term outcomes. Across different sectors, a new generation of women is influencing global perception of the UAE, both at home and around the world.

Here are five of these women.

Sarah Al Amiri

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Science and Space

Sarah Al Amiri represents the UAE’s space and science agenda. She played a key role in the country’s Mars mission, which put the United Arab Emirates on the global space map. This elevated the UAE’s global space profile.

She is part of an effort to build a knowledge-based economy that relies on research, education, and technology rather than natural resources. What is notable about her is that she is. She works on building long-term systems.

Reem Al Hashimy

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Global Strategy and Diplomacy

Reem Al Hashimy became well-known for leading Expo 2020 Dubai. The real impact of her work is much bigger than just one event. Expo 2020 Dubai positioned the UAE globally. It showed how the United Arab Emirates wants to be seen; open, connected and forward-looking.

Behind this event were years of planning, negotiation and coordination. She works across business, diplomacy, and international partnerships. She helps supports UAE engagement with the rest of the world across trade, development, and international cooperation.

Lana Nusseibeh

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UAE Representation at the United Nations

Lana Nusseibeh has represented the United Arab Emirates at the United Nations. It’s where global issues such as conflict, climate, and humanitarian efforts are addressed. She represents the UAE to position itself, not only as a regional power but as an active voice in global dialogue. What stands out about her work is her balance.

Shamma Al Mazrui

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A Focus on the Next Generation

Shamma Al Mazrui represents young leadership, becoming one of the youngest ministers in the world. This includes education, employment and opportunities in industries. The United Arab Emirates understands that its long-term success depends on how prepared its younger population is. Her work is about building a bridge between ambition and opportunity. It is less about policy and more about making sure young people can access opportunities created by national policy.

Maryam Matar

Health, Research and Innovation

Maryam Matar’s work is in healthcare. She focuses on research and early detection of disease, as medicine moves towards prevention rather than treatment. She founded initiatives that address conditions in the region, helping families understand risks and access better care. This type of work may not always make headlines, but it has a lasting impact on people’s lives.

Her contribution reflects a shift in the United Arab Emirates toward preventive healthcare and research that directly improves people’s quality of life. It reflects a broader shift toward prioritizing science that improves quality of life, instead of focusing only on infrastructure or business.

The Bigger Picture

These women are influencing different sectors of the economy. Space science, diplomacy, youth development, healthcare.  The United Arab Emirates is building its future across several areas at the same time. It is not relying on one sector. It is expanding into technology, global influence and human development. These women are part of this process at every level.

What stands out is not their positions. It is the type of work they are doing. It is long-term, strategic and often behind the scenes. These women, including Sarah Al Amiri, Reem Al Hashimy, Lana Nusseibeh, Shamma Al Mazrui and Maryam Matar are making a difference, in the United Arab Emirates.

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