Adidas is doubling down on Nigeria, launching its largest West African store in Lagos to serve the country’s elite consumers. While inflation and naira devaluation have hurt everyday shoppers, affluent Nigerians—often paid in dollars or working in key sectors—continue to spend big. This niche group, though small, is large by African standards and increasingly attracts luxury brands. The 1,400-square-meter Lekki outlet aims to replicate global shopping experiences at home, challenging the idea that quality retail only exists abroad. Adidas joins other premium brands such as Bang & Olufsen and Marriott in betting on Nigeria’s wealthy class, even as much of the population grapples with poverty. The move signals that, despite its many issues, Nigeria remains a compelling growth frontier for top brands.
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