For a continent that has consistently produced the world’s best long-distance runners and where football is the most popular sport, few homegrown sportswear brands would have dared before to challenge the local dominance of NikeAdidas, Puma, and Under Armor — the most recognized and respected sportswear brands. Never before have the boundaries of what sportswear ought to look like have been so pushed as they have been in recent years by a new generation of culturally conscious fashion designers. While striving to have an Afro-centric offering, these entrepreneurs are heralding another sportswear revolution that is bold, brightly colored, symbolically patterned and inspired by their heritage.
And the COVID-19 pandemic had everything to do with it.
In 2020, the apparel trade was one of the worst-hit industries. Considered a lifestyle sector, a freeze on all shipments led