Emirates has launched two new lifestyle collections, EK FIT and EK TRAVEL, through the Emirates Official Store. Starting at AED 110, the ranges include performance sportswear, gym accessories and coordinated loungewear for everyday use and travel. The launch comes ahead of Dubai Fitness Challenge 2026 and the UAE’s cooler outdoor season, when residents and visitors can enjoy more outdoor activities.
- Availability: Emirates Official Store online and selected physical retail locations
- Organisation: Emirates
- Launch date: 19 October 2026
- Who is it for: Fitness enthusiasts, travellers and customers looking for casual clothing
- Starting price: AED 110
- What’s next: Customers can explore both collections through the Emirates Official Store
Emirates has launched two new fitness and travel clothing collections ahead of the UAE winter season, with prices starting at AED 110. Available through the Emirates Official Store, the new EK FIT and EK TRAVEL ranges combine workout clothing, practical accessories and relaxed outfits for travel and everyday wear.
The launch comes shortly before the 10th edition of Dubai Fitness Challenge, which runs from 31 October to 29 November 2026. With the city preparing for a month of fitness activities and outdoor events, the collections offer additional options for residents looking for comfortable clothing for exercise, leisure and travel.
Both ranges use an autumn-inspired colour palette featuring navy, burgundy and olive, with selected pieces also available in almond. Their designs focus on comfort, practical features and clothing that can suit more than one occasion.
What is included in Emirates’ new EK FIT collection?
The EK FIT collection focuses on performance sportswear designed for workouts and active days. It features lightweight, breathable fabrics with moisture-wicking properties to help manage sweat during exercise.
For women, the range includes mid-rise leggings, sports vests and fitted long-sleeve tops. Some tops feature half-zip fastenings, thumb holes and concealed back pockets, adding practical details for training and outdoor activities.
Men can choose from long-sleeve T-shirts, high-neck half-zip tops and fitness shorts. The shorts feature a seven-inch length, an inner lining for support and an elasticated drawstring waistband. The clothing comes in navy, olive and burgundy, depending on the item.
The collection also includes accessories for gym sessions and everyday use. These include a waterproof navy gym bag with multiple compartments and a separate shoe section, as well as a lightweight nylon cap with perforated mesh panels for ventilation.
One of the more distinctive accessories is a stainless-steel insulated water bottle with silicone detailing and a leak-proof drinking straw. It also features a MagSafe ring designed to hold a compatible smartphone.
These additions give customers the option to shop for workout clothing and selected accessories within the same collection.
How is EK TRAVEL different from EK FIT?
While EK FIT is designed around exercise, EK TRAVEL focuses on comfortable clothing for journeys, downtime and everyday activities.
The women’s range features an oversized, slightly cropped half-zip top made from lightweight modal fabric with added stretch. It is paired with matching wide-leg trousers, creating a coordinated outfit for relaxed occasions.
Men’s options include crew-neck sweat tops and straight-leg trousers. Pleat detailing down the centre of the sleeves and legs gives these pieces a more structured appearance than traditional loungewear.
The matching sets are available in navy and olive. A unisex oversized T-shirt made from a cotton-modal blend is also part of the collection, with burgundy, almond, navy and olive among its colour options.
For travellers, these pieces offer an alternative to conventional airport outfits, particularly for long journeys when comfort is a priority. The relaxed designs can also suit casual days at home or informal outings.
The two collections serve different purposes, but their shared colours and coordinated designs make it easier for customers to choose clothing that fits their personal style.
How much do the Emirates fitness and travel collections cost?
Prices for the EK FIT and EK TRAVEL collections start at AED 110, according to the launch announcement. The final cost depends on the selected clothing item or accessory.
Customers can browse both ranges through the Emirates Official Store website or visit selected physical retail locations in Dubai to explore the available products.
The Emirates Official Store also offers a wider selection of airline-branded merchandise, gifts and lifestyle products. Eligible Emirates Skywards members can earn and redeem Skywards Miles on purchases, subject to the programme’s applicable terms.
Customers planning to buy from either new collection should check the store for current prices, available sizes, colour options and stock before visiting a physical outlet.
How does the launch connect with Dubai Fitness Challenge 2026?
The timing of the launch coincides with preparations for Dubai Fitness Challenge 2026, which returns for its 10th edition from 31 October to 29 November.
Organised by Dubai’s Department of Economy and Tourism and Dubai Sports Council, the annual initiative encourages residents and visitors to complete 30 minutes of physical activity every day for 30 consecutive days.
The challenge began in 2017 and has recorded more than 16 million participants across its first nine editions, according to Dubai’s tourism authority.
Its programme includes community fitness activities and events such as Dubai Run, Dubai Ride, Dubai Stand Up Paddle and Dubai Yoga. Fitness Villages and other activity hubs also give participants opportunities to take part in organised sessions across the city.
The challenge is part of Dubai’s wider efforts to encourage regular physical activity and make fitness more accessible to the community.
Emirates’ new EK FIT collection arrives ahead of this annual initiative, providing sportswear and accessories for people who want to prepare for workouts. EK TRAVEL, meanwhile, caters to customers looking for comfortable clothing for trips and leisure time during the cooler months.
The airline has not announced a direct partnership between the collections and Dubai Fitness Challenge, so the launch is best understood as a timely addition to the city’s upcoming fitness and winter season.
What Shoppers Need to Know
The new Emirates collections give Dubai residents and visitors another option for shopping for sportswear, travel clothing and accessories in one place.
For people planning to take part in Dubai Fitness Challenge, EK FIT offers workout clothing and practical gym accessories. EK TRAVEL provides coordinated outfits for flights, holidays and relaxed everyday use.
The starting price of AED 110 also gives shoppers a clear entry point, although individual products may cost more. Customers should check the official store for item-specific pricing and availability.
As Dubai moves into its cooler months, the collections arrive at a time when residents can plan outdoor exercise, community events and winter trips. Their practical appeal will depend on individual needs, preferred styles and budget.
FAQs
1. What are Emirates’ new EK FIT and EK TRAVEL collections?
EK FIT is a performance sportswear collection featuring workout clothing and accessories. EK TRAVEL focuses on coordinated loungewear, relaxed clothing and T-shirts for travel and everyday use.
2. How much do the new Emirates collections cost?
Prices start at AED 110. Individual prices vary depending on the product, and customers can check the Emirates Official Store for current listings.
3. Where can customers buy EK FIT and EK TRAVEL in Dubai?
Both collections are available through the Emirates Official Store online and at selected physical retail locations. Customers should check product availability before visiting a store.
4. When is Dubai Fitness Challenge 2026?
Dubai Fitness Challenge 2026 runs from 31 October to 29 November. The 10th edition encourages participants to complete 30 minutes of physical activity daily for 30 consecutive days.
5. What colours are available in the new collections?
The main colour palette includes navy, burgundy and olive. Selected EK TRAVEL pieces, including the unisex oversized T-shirt, are also available in almond.
Emirates’ new EK FIT and EK TRAVEL collections bring sportswear, gym accessories and comfortable travel clothing to the Emirates Official Store, with prices starting at AED 110. Launched ahead of Dubai Fitness Challenge 2026 and the winter travel season, the ranges offer different options for customers planning workouts, holidays or relaxed everyday wear.
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