DUBAI, UAE — October 19, 2026 — The Emirates Official Store has launched its newest EK FIT and EK TRAVEL lifestyle collections, timing the release with the kickoff of the 10th Dubai Fitness Challenge and the upcoming winter travel season.
Designed for active routines and international travel, the new lineup emphasizes functional style, breathable performance fabrics, and tailored leisure wear. The range features an autumnal color palette dominated by navy, burgundy, and olive, alongside neutral accents like almond.
Technical Performance: The EK FIT Line
The EK FIT collection centers on high-performance athletic apparel engineered from lightweight, moisture-wicking fabrics built for breathability during high-intensity training.
Women’s Athletic Essentials
- Mid-rise leggings tailored for movement and support.
- Fitted long-sleeve half-zip tops featuring thumbholes and a hidden rear pocket for small items.
- Sports vests designed for flexible layering.
- Available shades: Navy, olive, and burgundy.
Men’s Training Gear
- Long-sleeve performance tees for versatile training environments.
- High-neck half-zip tops built to serve as standalone pieces or base layers.
- 7-inch fitness shorts featuring a supportive inner lining and an elasticated drawstring waistband.
- Available shades: Navy, olive, and burgundy.
Utility & Workout Accessories
Complementing the activewear, the EK FIT accessory lineup introduces functional, tech-friendly gear:
- Waterproof Gym Bag: Rendered in navy, featuring multiple specialized internal compartments, including dedicated footwear storage.
- Quick-Dry Nylon Cap: A lightweight headpiece with perforated mesh back paneling for maximum ventilation.
- Insulated Stainless Steel Water Bottle: Features silicone trims, a leak-proof sip straw, and an integrated MagSafe ring to hold smartphones during workouts.
Elevated Loungewear: The EK TRAVEL Line
Crafted for transit and off-duty comfort, the EK TRAVEL range introduces elevated loungewear utilizing modal-and-cotton fabric blends for a soft, flexible finish.
- Women’s Apparel: An oversized, slightly cropped half-zip top crafted from stretch-infused modal, paired with matching wide-leg trousers (available in navy and olive).
- Men’s Apparel: A crew-neck sweatshirt and straight-leg trousers incorporating center-pleat detailing down the sleeves and legs for a structured silhouette (available in navy and olive).
- Unisex Essentials: An oversized casual t-shirt constructed from a breathable cotton-modal blend (available in burgundy, almond, navy, and olive).
Pricing and Retail Availability
Prices across the 2026 EK FIT and EK TRAVEL lines start at AED 110.
The collections are available globally online at emirates.store and in-person across key retail outlets in Dubai:
- Emirates Group Headquarters (Al Garhoud)
- Emirates Group Technology Centre (Deira)
- dnata Travel Centre (Sheikh Zayed Road)
- Emirates World Store (Town Centre Jumeirah)
Loyalty Rewards: Emirates Skywards members can earn and redeem Skywards Miles directly on all store purchases.