The world of sports is no longer just about athletes and teams; it’s also about the businesses that power the industry. In Africa, an increasing number of women are taking the lead in sports entrepreneurship, establishing brands that cater to athletes, fans, and fitness enthusiasts across the continent. These women-owned sports brands are making waves by promoting local talent, advocating for women’s participation in sports, and creating high-quality products and services. In this article, we highlight some of the top African women-owned sports brands to watch.
1. Blu Blood (South Africa) – By Shaaista Khan Osman
Blu Blood is a South African events and sports management company co-founded by Shaaista Khan Osman. While known for its expertise in entertainment, Blu Blood also works with sports teams and organizations to manage events, provide marketing support, and assist with logistics. Under Shaaista’s leadership, the company has grown into a powerhouse, working with some of the biggest names in sports and entertainment.
2. Oyemwen Fitness Apparel (Nigeria) – By Oyemwen Ighodalo
Nigerian entrepreneur Oyemwen Ighodalo founded Oyemwen Fitness Apparel to provide women with fashionable and functional workout clothes that are designed for African body types. The brand is known for its bold designs and commitment to body positivity, offering a wide range of sizes to accommodate women of all shapes. With the rise in health and fitness awareness in Africa, Oyemwen Fitness Apparel is gaining a strong following both locally and internationally.
3. Lulu & Marula (South Africa) – By Jesslynn Shepherd
Lulu & Marula may not be a traditional sports brand, but its natural skincare products have become a favorite among African athletes. Founded by Jesslynn Shepherd, the brand specializes in skincare that helps protect and rejuvenate skin exposed to the elements, which is especially important for athletes who spend time outdoors. Lulu & Marula’s products are made from all-natural ingredients sourced sustainably, making it a top choice for athletes looking for eco-friendly solutions.
4. Gugu Athletics (South Africa) – By Gugu Zulu
Gugu Athletics is an up-and-coming sportswear brand founded by South African marathon runner and fitness enthusiast Gugu Zulu. Her brand focuses on creating high-performance athletic gear designed to support athletes of all levels, from beginners to professionals. Gugu Athletics prides itself on using advanced fabric technology to enhance comfort, breathability, and durability, and is quickly becoming a go-to brand for athletes across Africa.
5. Makeda Athletics (Kenya) – By Mercy Makena
Makeda Athletics, founded by Kenyan sportswoman Mercy Makena, offers a line of athletic gear designed for runners, cyclists, and fitness enthusiasts. The brand focuses on promoting local production and creating affordable, high-quality sportswear for the African market. Makeda Athletics is gaining attention for its innovative designs and its commitment to uplifting local communities through employment and skills development.
6. Sundried Activewear (South Africa) – By Emily Whitehead
Sundried Activewear, founded by Emily Whitehead, is a South African brand that focuses on sustainable and eco-friendly athletic clothing. The company uses recycled materials and ethical manufacturing processes to create high-performance sportswear for runners, cyclists, and gym-goers. Sundried Activewear’s mission is to promote sustainability in sports, making it a brand to watch for conscious consumers.
7. Taibat Sports (Nigeria) – By Taibat Yusuf
Taibat Yusuf, a former athlete herself, founded Taibat Sports in Nigeria to provide athletes with world-class sportswear designed specifically for the African market. The brand is known for its sleek, performance-oriented designs, and its commitment to empowering women in sports. Taibat Sports also offers a range of accessories, including fitness equipment and gear tailored to specific sports.
8. Fit in Ghana (Ghana) – By Afua Asantewaa
Fit in Ghana, founded by Afua Asantewaa, is more than just a sports brand; it’s a fitness movement. Focused on promoting fitness and wellness in Ghana, the brand offers everything from workout gear to fitness coaching and events. With a strong presence on social media, Fit in Ghana has inspired many women and young people to adopt healthier lifestyles and take fitness seriously. Afua’s vision is to create a fitness culture in Ghana that makes wellness accessible to all.
9. ZuriFit (Kenya) – By Dr. Zuri Wainaina
ZuriFit, founded by Kenyan sports scientist Dr. Zuri Wainaina, is a wellness and fitness brand that blends sports science with athletic gear. The brand produces workout clothes, fitness equipment, and nutritional products aimed at improving athletic performance and overall well-being. ZuriFit also runs wellness programs and fitness camps, making it a holistic brand that caters to both professional athletes and fitness enthusiasts alike.
10. FemiFit (Nigeria) – By Femi Adetayo
Femi Adetayo’s FemiFit is a fitness brand based in Lagos, Nigeria, that focuses on helping women stay fit and healthy through functional fitness gear and workout programs. The brand’s product line includes gym wear, yoga mats, and resistance bands, all designed with women’s needs in mind. FemiFit also runs fitness classes and wellness retreats, providing women with the tools they need to live healthier lives.
The Importance of Women-Led Sports Brands in Africa
The rise of women-owned sports brands in Africa represents a significant shift in the continent’s sports industry. These brands are not only contributing to the economy but also advocating for inclusivity and creating spaces where women and girls can participate in sports. They challenge gender norms and encourage more women to get involved in sports, whether as athletes or entrepreneurs.
Moreover, women-owned sports brands are helping to foster a sense of identity and pride in African sports. By designing products tailored to African athletes and consumers, these brands fill a gap in the market and offer high-quality alternatives to imported sportswear. They are also driving conversations around body positivity, fitness, and the importance of living an active lifestyle.
Conclusion
As Africa’s sports industry continues to grow, the contributions of women-owned sports brands are becoming more prominent. These entrepreneurs are not only creating successful businesses but are also shaping the future of sports on the continent. Their innovative products, commitment to quality, and passion for sports make them brands to watch in the years to come.
With the continued support of the local market and global recognition, African women-owned sports brands have the potential to become major players in the global sports industry. These trailblazers are proving that women can lead, innovate, and succeed in the business of sports.
