L-R: Senior, New Business Manager Adidas, Astrud Meintjes, Retail Director, Adidas, Warren, Executive Director Mopheth Group, Mrs. Odunola Oyegade, Managing Director Mopheth Sport Adidas Retail Partner, Mr. Kunle Oyegade and Sidney Esiri, (Dr. SID), at the official Launch and 1 year anniversary of adidas in Nigeria, held at the adidas store, Ikeja City Mall in Lagos on Saturday 16 November 2013.
As part of its strategic growth plan into Nigeria, leading sports and lifestyle brand and Super Eagles technical sponsor, adidas has congratulated the team for qualifying for next year’s FIFA World Cup slated for Brazil.
Officials of adidas sent the goodwill message to the team during the formal launch of its operations and its one year anniversary in Nigeria last Saturday, minutes before the country qualified for her fifth World Cup appearance.
Speaking at the event, Senior Business Development Manager, adidas, South Africa, Astruds Meintjes explained that the brand has enjoyed unrivalled success in the country due to its strategic partnership with the Super Eagles.
“All this, shows the excellent value that we are creating by consistently pursuing our strategic business plan to grow the brand in emerging markets like Nigeria”, added Meintjes.
“Undoubtedly, we have learnt valuable lessons that will be beneficial to our consumers as we expand our stores to Lekki and Kano in December, and rest of the country’s major cities in due course”, she said.
“I must also congratulate the Super Eagles for putting up a convincing display and earned for the country, well deserved fifth FIFA World Cup qualifications. On behalf of adidas, I congratulate Nigerians, the Super Eagles, Stephen Keshi and the whole team”, Meintjes stated.
Earlier in his welcome remarks, Managing Director of Mopheth Sport Nigeria Limited, Adekunle Oyegade shared his delight at Mopheth Sport’s partnership with the adidas global brand, that is associated with excellence, innovation, quality, passion and performance.
“Adidas is an aspirational brand and our presence in the Nigerian market is to fulfil the aspiration of the Nigerian consumers’ quest for authentic and quality products. Our experience in the last one year has been exciting and encouraging,” he stated.
Speaking further, Oyegade noted that “Today (Saturday, 16 November) is unique for two reasons; one the Nigerian National team qualified for the 2014 World Cup in Brazil and secondly, we are formally launching the adidas brand in Nigeria, and we are glad you made out time to be with us on this day, both for National pride and to associate with two winning brands like adidas and the super Eagles”.
Adidas currently operates from two locations in Lagos and Abuja. The Lekki and Kano branches are expected to open shop in December 2013. Before October 2012, Adidas had enjoyed a strong presence in Nigeria through the sponsorship of the Super Eagles.
The formal launch and plans to open other outlets in Lekki and Kano was both part of its strategic growth plan into Nigeria and an indication of brand acceptance among Nigerians.
Activities that marked the launch included a guided tour of the adidas store, a talk through the painstaking quality-conscious production processes that every adidas product goes through, as well as a raffle draw during which prizes including original footballs, signed Super Eagles jersey and a winner to the Uefa Champions League game at Stanford Bridge, London.
Also there was a fashion show, with models adorning adidas products on the runway, to the admiration of the invited guests at the launch.