Kenya’s retail landscape continues to transform as Adidas Originals officially opens its doors at Westgate Mall in Nairobi. The globally renowned sportswear and lifestyle brand has partnered with WAMA International Group to launch the store, marking a significant addition to the growing list of international brands setting up shop in the country.
Adidas joins a strong lineup of global names like Nike, Puma, and Levi’s, all of which are capitalizing on Kenya’s expanding middle class and rising demand for quality fashion and lifestyle products. The move highlights the increasing appeal of Kenya’s retail market to international investors, driven by consumer sophistication, urbanization, and a youthful population keen on global fashion trends.
Westgate Mall, where the new Adidas store is located, has become a strategic location for such high-profile brands. Hosting over 80 outlets, the mall has undergone a remarkable transformation since the 2013 terror attack that shook the nation. Rebuilt and reimagined, Westgate now stands as a symbol of resilience and Nairobi’s ongoing economic revival. Its appeal as a retail hub makes it a prime choice for global and local retailers alike.
While the entrance of Adidas signals optimism in Kenya’s market, it also underlines the challenges faced by premium brands. The local market remains highly competitive, with counterfeit products and lower-priced alternatives offering stiff competition. Nonetheless, Adidas is betting on Kenyan consumers’ increasing preference for authenticity, innovation, and quality.
At the same time, local designers and fashion entrepreneurs are pushing to grow the “Made in Kenya” movement. Emphasizing sustainability, local materials, and African-inspired designs, these creatives are striving to capture both domestic and international attention. However, they face hurdles in visibility and market share when competing against globally recognized names.
WAMA International, which operates over 30 stores across the region, has signaled that this is just the beginning. The company has ambitious plans for further expansion in East Africa, underscoring a growing confidence in Kenya’s economic trajectory and its retail sector’s potential.
With the entrance of Adidas Originals, Kenya cements its place as a key player in Africa’s fashion retail scene.
