Bangkok Airways breaks tradition with sneakers for frontline staff, setting a new standard for well-being and modern service in aviation.

In an industry where appearances often overshadow practicality, Bangkok Airways has taken a commendable step by officially allowing its frontline staff, including cabin crew and ground personnel, to wear sneakers while on duty.

This seemingly minor change, executed through a collaboration with global sportswear brand PUMA, carries deeper implications that go far beyond aesthetics or branding. It echoes a thoughtful re-examination of what it truly means to serve in the modern aviation sector, and how that service must now consider not only the comfort of passengers but also the well-being of those delivering the experience.

A Symbolic Break from Tradition Towards a Healthier Future

The choice of sneakers as part of the uniform addresses the long-ignored physical demands placed on airline staff, who spend hours standing, walking, assisting passengers, and often rushing between flights. While passengers may continue to be captivated by the grace of the airline uniform, few recognise the physical strain involved in manoeuvring through tight cabin spaces, managing emergency situations, or performing safety protocols, all of which require swift and agile movement. Allowing staff greater ease of movement, especially in high-pressure or physically demanding situations, is both a sign of progress and a show of respect for the profession itself.

Bangkok Airways x PUMA

This shift has been rolled out through a special edition footwear line, Bangkok Airways x PUMA under the concept ‘Be the First Move for Better Together’, which modifies the iconic ‘ROMA’ sneaker model to better align with the airline’s visual identity. The redesigned sneaker maintains a polished appearance, integrating with existing uniforms worn by pilots, flight attendants, check-in agents, ticketing staff, and reservation teams. The shoe’s construction includes recycled materials and prioritises ergonomic support, bringing the airline’s operational philosophy closer in line with broader conversations around sustainability and workplace health.

The real significance of this policy, however, lies in its symbolic rejection of outdated norms in the aviation industry. For too long, the performance and contribution of airline staff have been judged by how well they uphold a rigid image of elegance and discipline, often at the cost of their physical comfort and long-term health. Bangkok Airways’ decision to revise this expectation marks an insider understanding of the shifting values in both corporate and customer cultures.