Riyadh, Saudi Arabia — Apparel Group, the leading global fashion and lifestyle retail conglomerate, announces its collaboration with SAT (SAPTCO Alsa for Transportation) to launch a large-scale integrated campaign during the Hajj season across the Kingdom of Saudi Arabia.
The collaboration transforms key transportation touchpoints into meaningful engagement platforms designed to support pilgrims throughout their journey. Through co-branded communication across SAT buses, stations, digital channels, and passenger experiences, the campaign reflects shared values of hospitality, care, comfort, and community during one of the most significant seasons in the region.
As part of the initiative, Apparel Group and SAT are introducing thoughtfully curated travel kits aimed at enhancing the pilgrim experience. The kits include practical essentials such as easy-to-carry backpacks, lightweight umbrellas, portable fans, reusable water bottles, and foldable prayer mats, offering comfort and convenience throughout the journey.
The campaign extends across multiple integrated communication channels, including station screen placements, Wi-Fi splash pages, digital engagement touchpoints, social media amplification, and on-ground distribution across key stations in Riyadh, Jeddah, Jazan, and Khamis Mushait. Through this collaboration, Apparel Group further strengthens its commitment to creating purposeful experiences that go beyond traditional retail engagement.
Designed around the spirit of Hajj, the campaign positions Apparel Group as a companion throughout the pilgrim journey by combining meaningful storytelling with practical support initiatives that reflect the values of generosity, unity, and service.
This collaboration also reinforces Apparel Group’s ongoing commitment to supporting national initiatives aligned with Saudi Vision 2030 by contributing to tourism, community engagement, and elevated lifestyle experiences across the Kingdome
