Nairobi’s vibrant streetwear scene welcomed a significant new player earlier this month. On April 4th, 2025, Adidas Originals officially landed in Kenya, with WAMA International Group proudly unveiling the brand’s flagship store at the prestigious Westgate Mall. This highly anticipated opening signals a major expansion for the iconic sportswear and lifestyle brand into the East African market, providing Kenyan consumers with direct access to their coveted collections.
By Oscar Alochi | Nairobi, Kenya
Global sportswear brand Adidas Originals has officially opened its first standalone store in East Africa, setting up shop in Kenya’s capital city, Nairobi. The flagship store, located at Westgate Mall in Westlands, marks a significant milestone in the brand’s expansion strategy across the African continent.
WAMA International has launched the first adidas Originals store in Kenya. The store opened on April 4th at Westgate Mall in Nairobi.Adidas Originals is a lifestyle division of the global sportswear brand Adidas. It features trendy footwear, apparel, and accessories.#nairobifashionhub #adidas — Nairobi Fashion Hub (@nairobifashionhub.bsky.social) 2025-04-23T10:27:26.709Z
A First for East Africa
The new Adidas Originals outlet is operated by WAMA International Group, a regional retail powerhouse with over 30 locations across the Middle East and Africa. This Nairobi store is the first of its kind in East Africa and showcases the brand’s lifestyle segment, which merges street culture, fashion, and heritage design.
“We are thrilled to launch our first Adidas Originals store in East Africa,” said Ismael Elmahdy, Head of Retail at WAMA International Group. “This store represents the beginning of a long-term commitment to deliver innovative, stylish, and culturally relevant products to the East African market.”
Premium Shopping Experience
The Adidas Originals store at Westgate Mall is located on the first floor and features a curated selection of lifestyle footwear, apparel, and accessories for both men and women. The design of the store embodies the brand’s global identity focusing on creativity, sustainability, innovation, and cultural inclusivity.
Elmahdy added that the space was crafted to reflect Nairobi’s vibrant and diverse urban culture, aiming to resonate with Kenya’s increasingly fashion-forward youth.
Global Commitment, Local Connection
Brett Burgess, Senior Director, Africa Export – EM South, highlighted the significance of Adidas expanding into the Kenyan market.
“It has been a great experience partnering with WAMA Group to bring this first Originals standalone store to Nairobi,” said Burgess. “As a brand, we are deeply committed to expanding our presence in Africa and contributing positively to the communities in which we operate.”
He emphasized that Adidas is not just opening stores but building platforms that foster creativity and community engagement.
This marks a major milestone for WAMA International Group. The company already operates over 30 stores across the region.A Grand Opening with Culture and CelebrationThe launch event was more than just a store opening. It featured DJs, sneaker customization, and a vibrant cultural celebration. — Nairobi Fashion Hub (@nairobifashionhub.bsky.social) 2025-04-23T10:34:10.717Z
Launch Attended by German Ambassador
The store launch was attended by German Ambassador to Kenya, Sebastian Groth, who served as the guest of honor. Ambassador Groth commended the brand for investing in Kenya and recognized the venture as an example of successful international cooperation.
“Adidas has shown that global brands can thrive by integrating with local markets,” Groth said. “This investment strengthens ties between Germany and Kenya and brings high-quality retail experiences to Kenyan consumers.”
Looking Ahead: Regional Expansion Plans
WAMA International has expressed plans to further expand Adidas’ presence across East Africa, with potential new stores in Kampala, Kigali, and Dar es Salaam. The group intends to focus not only on retail presence but also on local partnerships, creative initiatives, and youth empowerment programs.
This development reflects Adidas’ broader global vision to create inclusive, culturally relevant, and sustainable retail experiences while tapping into emerging markets with strong growth potential.
The event captured the brand’s focus on creativity, inclusion, and sustainability. Local culture was at the heart of the celebration.Brett Burgess, Senior Director Africa Export, EM South, praised the partnership with WAMA. He emphasized adidas’ commitment to Africa. — Nairobi Fashion Hub (@nairobifashionhub.bsky.social) 2025-04-23T10:35:23.237Z
About Adidas Originals
Adidas Originals is a heritage line of Adidas that draws inspiration from the brand’s rich sportswear history. Known for iconic designs like the Superstar, Stan Smith, and NMD, the brand has become a staple in urban fashion and global street culture.
With this new flagship store in Nairobi, Adidas is positioning itself to be a leading voice in the evolving African fashion and lifestyle industry.
#AdidasOriginalsKE #AdidasNairobi #AdidasInAfrica #StreetwearAfrica #NairobiFashion
For media inquiries, interviews, or partnerships: Visit www.adidas.com or contact WAMA International Group.
Content courtesy of NFH Digital Team