Adidas has made a significant mark on the African retail landscape by launching the continent’s first Adidas Originals store in Lagos, Nigeria. The store, which is also the largest of its kind in West Africa, underscores the global sports brand’s deepening commitment to local culture, community, and innovation.

Located in the heart of Lagos, a city renowned for its vibrant energy and creativity, the Adidas Originals store offers an immersive and community-centric shopping experience. This latest addition to the Adidas family was made possible through a strategic partnership with BrandCo, a leading Nigerian retail group.

The opening of the store was nothing short of a cultural celebration, blending elements of sports, creativity, and Lagosian flair. Guests at the launch event were treated to an engaging atmosphere where they could explore a range of exclusive Adidas collections.

The store itself, designed to be more than just a retail space, offers a curated selection of sports and lifestyle products, including footwear, apparel, and accessories for men, women, and children. Special attention has been given to featuring sought-after collaboration collections that have garnered a global following.

The Adidas Originals Lagos Store goes beyond the conventional shopping experience by embodying the brand’s commitment to sustainability and innovation. Adidas has been actively pursuing its five-year strategic mission, ‘Own the Game,’ which aims to prioritize the consumer by blending sport and lifestyle while embracing digital innovation and sustainability.

This new store aligns with that mission, serving as a tangible representation of Adidas’s dedication to enhancing brand credibility, elevating consumer experiences, and pushing the boundaries of sustainability on the African continent.

“This store is unique because it’s Adidas Originals. Adidas Originals is a lifestyle line, not performance gear—these are the pieces you wear when you just want to go out, look fresh, and feel cool,” said Ijeoma Arum, CEO of BrandCo Nigeria, during the launch. “There are Adidas Originals stores around the world, but this is the first one in Africa, and we’re thrilled it’s in Lagos.”

The strategic collaboration between Adidas and BrandCo began in 2021 when they partnered to re-establish Adidas’s presence in Nigeria by opening stores in Lagos and Abuja. The successful reception of these initial ventures laid the groundwork for the opening of the Adidas Originals Lagos Store, which is poised to become a cultural hub for fashion-forward Nigerians.

Adidas’s decision to launch this store in Lagos is also a nod to the city’s creative energy and resilience—a city where, as Adidas’s famous slogan goes, “Impossible is Nothing.” The store not only reinforces Adidas’s brand presence in Africa but also highlights the potential of Lagos as a key market in the global retail ecosystem.