NEWS BULLETIN: ADIDAS ORIGINALS LANDS IN NAIROBI AT WESTGATE MALL

Global sportswear and lifestyle giant, adidas Originals, has officially marked its entry into the Kenyan retail market with the inauguration of its first standalone store. The highly anticipated opening took place at the prestigious Westgate Mall, located in the Westlands area of Nairobi.

The venture is a result of a strategic partnership with WAMA International Group, a prominent retail conglomerate with an extensive network of over 30 stores across various regions. WAMA International has expressed ambitious plans for further expansion within the East African market.

The new adidas Originals store aims to provide an enhanced retail experience, showcasing a comprehensive range of the brand's iconic lifestyle footwear, apparel, and accessories for both men and women. Its central location within Westgate Mall, a major shopping destination boasting over 80 outlets, positions it for significant visibility and customer access.

The grand opening on April 4th was celebrated with a vibrant launch event that included diverse entertainment, DJ sets, a unique sneaker customization station, and a cultural showcase for the attending guests. This event underscored the brand's core values of creativity, inclusion, sustainability, and innovation, seamlessly interwoven with local Kenyan elements.

This expansion reflects adidas' increasing strategic focus on the African continent, with a commitment to tailoring its offerings to resonate with local consumer preferences and cultural nuances, all while maintaining its globally recognized design aesthetic.

Brett Burgess, Senior Director Africa Export, EM South, commented on the launch:

Ismael Elmahdy, Head of Retail at WAMA International Group, also shared his enthusiasm:

The adidas Originals store is now open to the public and is located on the first floor of Westgate Mall in Nairobi, Kenya.