Lagos, strategic market for global brands – Sanwo-Olu

Gov. Babajide Sanwo-Olu of Lagos State has described Lagos as the ideal destination for global brands seeking sustainable growth in Africa.

 

The governor cited the state’s vibrant economy, youthful population, and enabling business environment as a pivotal point.

 

Sanwo-Olu made the remark on Tuesday while receiving Mr Dave Thomas, the Managing Director of Adidas Emerging Markets (Middle East, Africa and Asia), who paid him a courtesy visit at Lagos House, Marina.

 

The governor commended Adidas for its decision to site its second-largest flagship store in Africa in Lagos, saying it reflects confidence in the state’s economic viability and growing consumer base.

 

“Lagos is a natural choice for a brand like Adidas. We are a state of over 20 million residents, with more than 60 per cent being youth, vibrant, energetic and in tune with global trends.

 

“Hopefully, the third shop will come alive too, which will be a plus.

 

“Our economy is strong, our people are resilient, and our government continues to ensure that policies support innovation and enterprise.

 

“It is clear that Adidas sees the potential in Lagos, and we are proud to host one of your biggest investments on the continent,” Sanwo-Olu said.

 

He urged the company to explore local partnerships in sports development, youth engagement and creative industries, noting that such collaborations would further embed the brand in the socio-economic fabric of the state.

 

“We look forward to seeing Adidas contribute not just to commerce, but to talent development, community building and job creation. Lagos is open for more,” the governor added.

 

\In his remarks, Thomas said Adidas had identified Nigeria and Lagos, in particular, as a critical market for the brand’s long-term growth strategy in Africa.

 

“We are very excited about what we see in Lagos. The energy, creativity and fashion sense of young people here are unmatched, and it aligns perfectly with the Adidas identity.

 

“Our flagship store in Lagos is more than a retail outlet; it’s a symbol of our confidence in this market and our desire to be part of its journey,” he said.

Thomas noted that the company was open to supporting grassroots sports and youth-led initiatives, pledging to work with government and local partners to expand opportunities.

 

The News Agency of Nigeria (NAN) reports that Adidas’ Lagos flagship store is the second biggest on the continent, after its Johannesburg store in South Africa.

 

The facility boasts modern design, immersive digital retail experiences and dedicated spaces for community events.