Adidas, the sportwear giant, is planning something huge in Lagos as far as shopping is concerned. In recent times, reports reveal that the international sports wear brand is in a partnership with its Nigerian partners, LATC, to open the largest Adidas store in the West African region, which might also be the first waterfront Adidas shop across the globe as announced on Tuesday, July 1, 2025.

The store is will be located on Admiralty Road in Lekki Phase 1, which is one of the most renowned and fast advancing high streets in Lagos. It may open towards the end of this year. Though official opening dates and the details of ultimate store design are being awaited, the news has already attracted attention of fashion enthusiasts and Lagos retail watchers.

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A waterfront first for the brand

Provided that everything goes the way it is planned, the Lekki store will be the first Adidas store constructed on an actual waterfront. No Adidas store, not even in big cities such as New York, Berlin or Tokyo, has attained that status, so far.

The brand promise of LATC, “We are in the business of making impact,” comes alive in every expression. This philosophy aligns perfectly with Adidas’ global vision while remaining deeply rooted in the Nigerian context

The decision to set the store in Lekki appears purposeful. The Lekki Phase 1 neighborhood has emerged as an attraction for fashion, fitness and leisure. The mix of upscale residential zones, gyms, cafes, and event venues may align well with the brand’s evolving lifestyle direction.

Adidas is yet to announce any major product release or collaboration related to the new store, but that does not by any means negate the contributions that Lagos is making to the fashion world and global style, particularly through Afrobeats and streetwear.

What this could mean for Nigeria’s retail scene

Analysts are saying that such signals an increasing confidence in the middle-class market in Nigeria even amid hyperinflation and uncertainty in the economy, especially in the context of major consumer brands exiting the country in the wake of the policies of the current administration. Some find it as a potential indicator that companies such as Adidas investing massively is perhaps a marker that global brands are starting to stage a comeback to the country.

It is not yet known what the store will be more pre-occupied with, the performance wear or the lifestyle based collections, but there is early rumour that may be everything that a full line offers, like the iconic three stripe track suits to sport specific styles.

This evolution could also flower new rivalry between foreign and local brands. The industry already has competition with Nike, Puma and Ashluxe among others. However, Lekki has already been shaken up with a high-visibility store.

Much remains on speculation. The project appears to have gained momentum. Recruitment efforts, store construction, and community outreach programmes are reported to be in progress.

However, should this opening materialise as indicated, it is likely to spell a new beginning in sportswear retailing in Nigeria.

Anita Chinedu