The Coolest Ihram.
Saudia turned the ihram every pilgrim must wear into protection from the heat: a garment made with a patented cooling fabric that lowers skin temperature by up to 2°C, first worn at Hajj 2025.
- العلامة التجارية
- Saudia
- الوكالة
- Landor
- السوق
- السعودية
- المنطقة
- السعودية
- السنة
- 2025
التحدي
Hajj pilgrims walk up to 60 km over five days, in dense crowds, with temperatures reaching 51°C and 37% humidity, according to Landor's case study, and they do it with nothing that protects them from the heat. D&AD's entry calls it a serious heat risk.
الفكرة
Saudia and Landor Dubai made the ihram itself the protection. Working with textile engineers, Saudia created The Coolest Ihram, which D&AD's entry describes as the first ihram made with a patented cooling fabric: it lowers skin temperature by up to 2°C, helping to delay overheating and reduce the risk of heatstroke. Saudia Group's May 2025 announcement named the US cooling-fabric company brrr® as a partner and added UPF 50+ sun protection. Landor says the garment is sold through Saudia's customer channels, e-commerce platforms and official Hajj travel agencies worldwide.
النتائج
- Protected 8,400 pilgrims at Hajj 2025, its first season
- Endorsed by the Ministry of Hajj
- More than 14,000 garments distributed, with over 237 million media impressions and SAR 8.2 million in earned media (Communicate, June 2026)
- 20% uplift in positive brand sentiment, according to Landor
مصدر دراسة الحالة: Landor المصدر ↖
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