Delta Air Lines and Spanx are teaming up for a limited-edition collection of travel wear.
The collaboration between the two Atlanta companies comes as Delta celebrates its 100th anniversary and as Spanx turns 25 this year.
The clothing is “designed for travelers who love to explore the world in style,” said Delta Chief Marketing Officer Alicia Tillman in a written statement.
There are pullovers for $128 that have a Delta Centennial emblem on the collar, and a red version with a Delta “widget” triangle logo as a zipper pull.
There’s a $98 black crew neck sweatshirt with a Delta Centennial logo on the arm and $118 lounge pants with the Delta Centennial emblem on the leg.
The Delta branding is visible but subtle, according to Tillman. “The more we can make it subtle, the more premium we believe it will” be, she said.
The apparel is made of Spanx’s “AirEssentials” fabric designed to feel soft and comfortable.
The collection will go live starting at 1 p.m. Tuesday on the online Delta Shop, where the airline’s employees and others can buy items with the Delta logo ranging from clothing to golf wear, bags, tumblers and luggage tags.
The airline also sells throwback tees with mottos from the past, such as “We Love To Fly And It Shows,” and said it plans “future drops … especially with the holidays just around the corner.”
The rollout of an array of branded merchandise comes as Delta increasingly seeks to position itself as more than an airline — as a lifestyle brand.
Well over a decade ago, the airline’s executives projected their vision of becoming a retailer, selling many things beyond just transportation from point A to point B.
While the merchandise program may not be a major source of revenue, the company says it is aimed at being an extension of the experience on the airline. It may also get Delta some free advertising by encouraging people to wear their widget on their sleeve.
Tillman said the partnership with Spanx is particularly relevant because women are a “strong and growing customer segment for us here at Delta.”
She said merchandise is also “a big part of culture, with the Gen Z population in particular.”
“When they attach themselves to a brand, they like to carry that brand with them as a badge of sorts,” Tillman said.
Spanx said in its 25th anniversary year, it is ramping up its partnerships, including a Spanx x Bala activewear collection launched in August. The partnership on travel wear with Delta made sense because, according to Spanx, its AirEssentials line is “for life on the move.”
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