Amtrak Launches $279 “Trak Suit” to Promote New Acela Trains

Amtrak unveils the “Trak Suit,” a $279 limited-edition apparel item, to promote its new Acela trains, aiming to become a lifestyle brand.

Amtrak Launches $279 “Trak Suit” to Promote New Acela Trains
January 30, 2026 11:39 am
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🛑 Key Takeaways:
  • Amtrak has launched a limited-edition apparel item, the “Trak Suit,” to market its new NextGen Acela train fleet.
  • The premium tracksuit is priced at USD 279 and was developed through a design competition with the New York School of Design.
  • This initiative represents a strategic marketing shift, aiming to position Amtrak as a lifestyle brand associated with comfort and urban culture, beyond its core function as a rail operator.

WASHINGTON, D.C. – Amtrak has released a limited-edition, railway-themed tracksuit priced at USD 279. The apparel launch is a marketing initiative timed to coincide with New York Fashion Week and promote the introduction of its new NextGen Acela high-speed trains on the Northeast Corridor.

CategorySpecification / Detail
ProductAmtrak “Trak Suit”
Price PointUSD 279
Key StakeholdersAmtrak, New York School of Design, Anastasiia Lukinskaia (Designer)
Associated AssetNextGen Acela High-Speed Train Fleet
Service CorridorNortheast Corridor (Washington D.C. – New York – Boston)
Material & FeaturesMicrofiber fleece, embroidered logos, detachable sleep mask in hood

Operational & Technical Details

The “Trak Suit” is the winning design from a competition involving seven students from the New York School of Design. The final product, designed by Anastasiia Lukinskaia, is made of microfiber fleece and features a custom zipper and a detachable sleep mask integrated into the hood. The launch is directly tied to the new NextGen Acela fleet, which Amtrak is positioning as a premium travel experience.

The new Acela trains feature upgraded amenities, including 5G Wi-Fi, power outlets at every seat, individual lighting, and enhanced catering services. This aligns with Acela’s existing market position as Amtrak’s premium high-speed service, where business class fares can be substantially higher than on its other regional lines.

📅 Originally Published: December 2025
For context on this project’s history, here’s a look at the initial announcement.

➤ Read More: Škoda Group Wins Latvia Hybrid Train Contract: EUR 160M for Regional Fleet

Market Impact Analysis

This product launch is a clear diversification of Amtrak’s marketing strategy. By entering the fashion and lifestyle space, the operator aims to build brand equity beyond transportation infrastructure. The campaign targets a younger, style-conscious demographic and seeks to associate the Acela brand with modern design and premium comfort. Launching during New York Fashion Week maximizes exposure within this target culture.

The high price point and limited availability are designed to create exclusivity, reinforcing the premium image of the new Acela service. This move signals Amtrak’s intent to compete not just on travel time but also on brand perception and customer experience, shifting from a utility provider to a lifestyle-aligned travel brand. The success of this strategy will be determined by whether it can translate into increased ridership and brand loyalty for its core Acela service.


FAQ: Quick Facts

What is the price of the Amtrak tracksuit?

The “Trak Suit” is priced at USD 279 and is available in limited quantities on the Amtrak online store.

Why did Amtrak launch a clothing item?

The initiative is a marketing campaign to promote the new NextGen Acela train fleet and reposition the Amtrak brand as one associated with style, comfort, and urban culture.