adidas Originals Launches First Standalone Store in Kenya at Westgate Mall
Global sportswear and lifestyle brand adidas Originals has officially launched its first standalone retail store in Kenya, marking a significant step in the brand’s East African expansion strategy.
The new store, located on the first floor of Westgate Mall in Westlands, opened its doors to the public on April 4 and promises to elevate the retail experience for local fashion and sneaker enthusiasts.
The store is operated through a partnership with WAMA International Group, a retail leader with more than 30 stores across various regions. The group is now steering adidas Originals’ ambitious growth strategy in East Africa, with plans to extend the brand’s reach in the coming years.
The newly opened outlet features a comprehensive range of adidas Originals lifestyle products, including footwear, apparel, and accessories tailored for both men and women. Positioned within Westgate Mall, which hosts over 80 stores, the location was chosen for its accessibility and popularity among Nairobi shoppers.
To celebrate the launch, adidas Originals hosted a lively opening event that blended entertainment, culture, and fashion. Guests were treated to an immersive experience featuring live DJ performances, sneaker customization sessions, and artistic showcases reflecting Nairobi’s dynamic urban culture.
The launch party was a true representation of adidas’ brand values creativity, innovation, sustainability, and inclusion infused with a local touch.
Speaking at the event, Brett Burgess, Senior Director Africa Export at EM South, highlighted the importance of the brand’s growing African presence.
“It has been a great experience to partner up with the WAMA group and bring the first Originals standalone store to Nairobi. As a brand, we are committed to growing our presence in Africa and positively contributing to the communities we operate in.”Ismael Elmahdy, Head of Retail at WAMA International Group, echoed the excitement.
“We are thrilled to launch our first adidas Originals store in East Africa. This is just the beginning of what we envision as a strong and long-lasting relationship with the East African market.” he added.
The opening of the adidas Originals store in Nairobi reflects the brand’s focus on adapting to regional markets by offering products and experiences that resonate with local consumers.
As adidas continues to invest in Africa, the new store is expected to become a hub for streetwear culture and a symbol of the brand’s global appeal paired with local relevance.
By Sharon Atieno
