Why Nike is the most loved sports brand in Africa

• Nike is a sports footwear and apparel corporation based in the US
• It is the most loved sports apparel brand in Africa
• It supports different projects and athletes in Africa

Nike, a sports footwear and apparel corporation based in the US is the most loved sports apparel brand in Africa according to a new survey by Brand Africa.

This thirteenth edition of the Brand Africa 100: Africa’s Best Brands study tries to identify consumer brand preferences across the continent. The Brand Africa Partners poll this year covered 32 African nations and economic zones, which together make up more than 85% of the continent’s population and GDP. It was done in Q1 2023.

WHY IS NIKE THE MOST LOVED SPORTS BRAND IN AFRICA?

One of the major reasons why Nike is the most preferred brand in Africa is because of its links to accomplishment and success. Africa is immensely proud of its sporting accomplishments, and the name Nike is synonymous with athletic success. National icons and Nike stars like Mohamed Salah, and Usain Bolt among others serve to elevate the brand’s status among African consumers.

NIke footwear. Photo/NIke

In addition, it serves as a representation of excellence and creativity. Nike is renowned for producing high-quality goods and being dedicated to innovation. As a result, it is a well-liked option for Africans looking for goods to enhance their performance.

Then, it is inexpensive and easily accessible. Nike products come in a variety of pricing points, making them affordable for people of various income brackets.

DOES NIKE SUPPORT AFRICA?

With the billions of dollars it rakes in every year from sales, Nike has a soft spot for Africa. It supports in different ways and in projects in the world’s second-largest continent.  For instance, the American sports apparel firm finances athletes from Africa. Some of the most accomplished African athletes, such as Mo Farah, Caster Semenya, and Asisat Oshoala, are sponsored by Nike.

This promotes African athletes and motivates young people all throughout the continent. Nike also assists communities in Africa through a number of initiatives, including the Let Girls Play program of the Nike Foundation, which encourages girls to participate in sports. Their inclusion in sports has a trickle-down effect that changes their respective communities, especially in terms of education and quality of life.

In 2019, Nike launched the Nike Foundation’s Let Girls Play program in Kenya. The program provides financial support to girls’ schools and coaches, and it also provides girls with access to sports equipment and training.  Further, Nike partnered with the Ghanaian government in 2020 to build a new sports complex in Accra. The complex includes a football pitch, a basketball court, and a running track. It is open to the public and is used by local schools and community groups.

Nike also works with companies in Africa by collaborating with them to produce and distribute their goods. This promotes economic growth and employment creation in Africa.

It supports the culture of Africa. Nike has collaborated with African designers and artisans to produce goods that honour the vibrant culture of the region. This promotes awareness of African culture on a worldwide scale. The American sportswear giant launched a new line of shoes in 2021 designed by African artists. The shoes feature traditional African patterns and designs. What’s more, is that the proceeds from the sale of the shoes go to the Nike Foundation’s Let Girls Play program.

DOES AFRICA LIKE ADIDAS?

Adidas. Photo/The New York Times

Besides Nike, Africa likes Adidas, a German-owned sportswear firm. Adidas provides both footwear and apparel to athletes globally. The Brand Africa survey showed that it dominance and likability in Africa came in second after Nike. Africans are extremely proud of their sports accomplishments, and the name “Adidas” is linked with athletic prowess.

Usain Bolt, Lionel Messi, and Mohamed Salah are national superstars and Adidas athletes, and their affiliation with the company makes the company more desirable to Africans. This German sports company is also renowned for its dedication to innovation and high-quality products which makes it popular for Africans looking for sportswear that enables them to function at their highest level.

Worthy noting is that Adidas products are accessible to consumers of all income levels because they come in a wide range of price points. This is significant in Africa since there is a sizable middle class there that is expanding quickly. Lastly, Adidas has worked hard to establish a cultural connection with African customers. For instance, it has collaborated with African designers and artists to produce goods that showcase the diverse cultures of the continent.