Director-General of the National Sports Commission (NSC), Bukola Olopade, has urged global sportswear giant PUMA to deepen its relationship with Nigeria, insisting that the country’s unique blend of talent, confidence and cultural influence makes it the ideal partner for the brand’s growth across Africa and beyond.
Following PUMA’s role as Team Nigeria’s official kit supplier for the 2026 Commonwealth Games in Glasgow, the NSC is seeking a long-term partnership that would make the German sportswear company the official apparel partner of Nigeria.
Speaking during an interactive session with sports journalists and stakeholders at the PUMA Afrobeats House in Glasgow, Olopade said Nigeria perfectly embodies the values that have made the brand one of the world’s leading sportswear companies.
“Nigeria is the most populous Black nation in the world, but beyond that, we share PUMA’s core values. The brand is built around being brave, confident, determined and joyful—qualities that define the average Nigerian. Most importantly, the swagger of Nigerians is unmatched anywhere in the world. That energy, confidence and resilience are exactly what the PUMA brand represents.”
Olopade said Nigeria’s growing list of world-class athletes presents a compelling business case for a stronger partnership with the global sportswear giant.
“When you look at what Nigerian athletes are achieving globally—Kanyinsola Ajayi, Tobi Amusan, Ruth Usoro, Miracle Ezechukwu and many more—you realise there has never been a better time to strengthen this partnership. These athletes embody everything PUMA stands for, and they are inspiring a new generation of champions.”
He assured the company that the current leadership of the National Sports Commission is committed to building transparent and mutually beneficial partnerships with the private sector.
“You may have reservations based on experiences from the past, but things are different today. With the leadership of Mallam Shehu Dikko and myself, backed by more than six decades of combined experience in sports administration and the private sector, we understand the importance of honouring agreements. We are confident we can build a partnership that delivers value for both PUMA and Nigeria.”
Olopade added that a long-term agreement would not only strengthen Team Nigeria’s global identity but also position PUMA to leverage the influence, passion and market appeal of Africa’s largest economy and most populous Black nation.
