Kenya continues to position itself as a key destination for international brands, with the latest entrant being Adidas Originals.
The globally recognized sports and lifestyle brand has officially expanded its presence in Kenya with a new store at Westgate Mall in Westlands, introduced by WAMA International Group.
This move reflects a broader trend of global brands entering or expanding in Kenya. Companies such as Nike, Puma, and Levi’s already have a presence in the country, capitalizing on Kenya’s growing middle class and increasing consumer demand for high-quality lifestyle and fashion products. Westgate Mall, which hosts over 80 stores, has become a prime location for such brands looking to establish a foothold in the region.
The rise of Westgate Mall as a premier retail hub is particularly significant given its history. The mall was the site of a tragic terror attack in 2013, an event that tested Nairobi’s resilience. However, the mall has since been rebuilt and re-imagined, emerging as a symbol of strength and economic revival. Today, it stands as one of Nairobi’s leading shopping destinations, attracting both global brands and local entrepreneurs eager to tap into Kenya’s dynamic retail market.
Kenya’s fashion industry has experienced significant growth, influenced by both international and local trends. While global brands continue to expand their presence, the local market is highly competitive, with both original and non-original brands vying for consumer attention. Counterfeit products, often sold at lower prices, present a challenge for premium brands like Adidas, which emphasize quality, authenticity, and innovation.
At the same time, Kenya’s local manufacturing sector is working to carve out a space in the fashion industry. Designers and entrepreneurs are pushing for “Made in Kenya” products, with a focus on sustainable fashion, locally sourced materials, and unique African-inspired designs. However, they face stiff competition from established global brands, both in terms of brand recognition and consumer preference.
WAMA International, a retail company with over 30 stores across different regions, says it has ambitious expansion plans in East Africa. The opening of Adidas Originals in Nairobi underscores the confidence international investors have in Kenya’s retail market, driven by a strong consumer base and a steadily growing economy.
The new Adidas Originals store aims to enhance the shopping experience with a curated selection of lifestyle footwear, apparel, and accessories for both men and women. The store’s strategic location within Westgate Mall allows it to tap into the mall’s high foot traffic and diverse customer base.
The grand opening on April 4 was marked by a lively launch event featuring live entertainment, DJ performances, sneaker customization, and a celebration of local culture. The event reflected Adidas’ commitment to creativity, inclusion, and sustainability while aligning with Nairobi’s vibrant urban scene.
As global brands tailor their offerings to local preferences, Adidas Originals’ entry into the Kenyan market follows a similar approach. Companies like Carrefour and LC Waikiki have successfully adapted their business models to resonate with Kenyan consumers, reinforcing the country’s growing reputation as a lucrative retail destination.
“It has been a great experience to partner with WAMA International Group and bring the first adidas Originals standalone store to Nairobi. As a brand, we are committed to expanding our presence in Africa and making a positive impact in the communities we serve,” said Brett Burgess, Senior Director, Africa Export, EM South.
Ismael Elmahdy, Head of Retail at WAMA International Group, shared his enthusiasm, stating, “We are thrilled to launch our first Adidas Originals store in East Africa. This marks a significant milestone in our expansion strategy, and we look forward to offering Kenyan consumers world-class products and experiences.”
The Adidas Originals store is now open on the first floor of Westgate Mall, Nairobi, joining a growing list of international brands that view Kenya as a strategic market in Africa. Meanwhile, the country’s local fashion industry continues to evolve, balancing tradition, innovation, and competition with global players.
