Wizkid records success with Nike co-creation jerseys

11 Sep 2018 - 12:50

The first time Nigerian popstar Wizkid collaborated with the multinational company Nike the product sold out. The collaboration has again worked. This time, the product is the Nike By Wizkid shirt.

Wizkid wears his Nike By Wizkid jersey. Photo: Nike

The first collaboration was geared towards promoting the jerseys for Nigeria’s football team Super Eagles ahead of the 2018 World Cup. Wizkid was recruited as a model alongside a few other persons including Nigerian-British rapper Not3s. He has now partnered with the company.

“To label Wizkid simply as a Nigerian popstar contradicts his global influence,” said Nike. “After all, the singer/songwriter has topped charts in 15 countries, successfully bringing the new generation of Afropop global and spreading his hometown pride far and wide.”

The move is one more step into the global arena for Wizkid. In less than two years, he has released music with Drake, walked on the runway for D&G, signed with Sony Music and befriended supermodel Naomi Campbell.

Commenting on the design, Nike wrote that “the name of Wizkid's Nigerian hometown [Surulere] is emblazoned on the lower back of the artist’s collaborative Nike jersey, a shirt that simultaneously speaks to his local pride and Naija’s cultural clout.

“The jersey’s green and white trimmings reflect the Nigerian flag, as does a Naija graphic on the sleeve, while the front features a centrally-placed Nike Swoosh and is highlighted by the iconic Starboy graphic across the chest. The overall design is a fitting celebration of both personal and collective talent and ingenuity, and one that defines Wizkid’s dizzying accomplishments and Nigeria’s growing cultural footprint.”

As an endorsement of Wizkid’s commercial appeal, the jerseys, which went on sale yesterday 10 September, were sold out within minutes of release.

On Twitter, Wizkid shared his appreciation for the quick purchase: “Damn we sold out in 10mins! Omg! Thank u TeamWizkid! I f**king love u all!” A later tweet from the artist showed a screenshot of the Nike online store showing that merchandise was sold out along with the words: “Tell me why I no go love una!” [Nigerian pidgin for “Tell me why I wouldn’t love you all.]

The ‘Ojuelegba’ singer has said he intends to use proceeds from the merchandise to open schools around the continent. The jerseys were sold at £64.95 per item. There might be plans to run another batch but Nike is yet to comment on the possibility.