Emirates Official Store launches EK FIT and EK TRAVEL collections, with Skywards Miles on every purchase

Emirates has launched two new lifestyle collections through its Official Store: EK FIT, a performance-wear range, and EK TRAVEL, a loungewear line designed for flying and time away. The airline announced the ranges on 19 October 2026, timing the release to the 10th edition of the Dubai Fitness Challenge, which runs from 31 October to 29 November, and to the start of the winter getaway season.

Both collections share an autumn palette of navy, burgundy and olive. EK FIT is built from lightweight, breathable, moisture-wicking fabric. The women’s pieces include mid-rise leggings, a fitted long-sleeve half-zip top with a hidden back pocket and thumb holes, and a sports vest; the men’s range includes a long-sleeve tee, a high-neck half-zip that doubles as a layering piece, and lined fitness shorts. Accessories round out the range: a waterproof navy gym bag with a dedicated shoe compartment, a quick-dry nylon cap with mesh back panels, and an insulated stainless steel bottle with a MagSafe ring to hold a smartphone.

EK TRAVEL leans towards comfort on board and on the ground. It uses a soft modal-and-cotton blend across matching sets, an oversized, slightly cropped half-zip top with wide-leg trousers for women, and a crew-neck sweat top with straight-leg trousers for men, finished with a pleat running down the arm and leg for a more tailored look. A unisex oversized tee completes the line, offered in an additional almond colourway alongside burgundy, navy and olive.

Prices start from AED 110. The collections are sold online at emirates.store and at four physical Emirates Official Stores in Dubai: Emirates Group Headquarters in Al Garhoud, the Emirates Group Technology Centre in Deira, the dnata Travel Centre on Sheikh Zayed Road, and the Emirates World store in Town Centre Jumeirah.

Why it matters

On its own, a seasonal clothing drop is a minor story. Two details make it worth a closer look from a marketing perspective.

The first is the calendar. Emirates hasn’t tied the launch to a new cabin, route, or aircraft, but to a city-wide public fitness event that runs for a month and draws mass participation across Dubai. The brand is positioning itself in residents’ daily routines (the gym, the weekend, the run) rather than only in the moment of travel. It is a home-market play: the airline as a Dubai lifestyle brand, not just as the carrier people book when they leave.

The second is loyalty. Emirates Skywards members can both earn and redeem Miles on Official Store purchases. That turns a T-shirt or a water bottle into another earn-and-burn occasion that sits entirely outside the flight. For a programme like Skywards, every non-flying transaction keeps members engaged and the currency visible between trips. The same logic that has pushed airline loyalty schemes deeper into co-branded cards, retail, and everyday spending. Merchandise is a small lever in revenue terms, but it’s another place the programme shows up in a customer’s life without requiring a boarding pass.

Together, the launch is a modest example of a broader direction: airlines treating their brand and loyalty currency as assets that can live and earn well beyond the aircraft.