Home of Sport:
The ADIDAS Flagship
Store Opening Project
I led the adidas Jabi Lake Mall store activation as Brand Manager and Creative Director, overseeing carefully curated activities across all three phases - pre-event, launch, and post-launch.
Working closely with cross-functional teams, I maintained a clear focus on transforming the store into a culture-led destination that drove foot traffic, increased in-store engagement, and embedded adidas within Abuja’s lifestyle and sports community.
Ahead of the activation, we worked on first positioning the adidas Jabi Lake Mall store as an upcoming cultural hotspot rather than just a retail location.
The digital tabloids ran with this story intro:
adidas, the global leader in sportswear and lifestyle apparel, is set to unveil its new flagship store at Jabi Lake Mall. …adidas’ new flagship store marks a significant milestone in the brand’s mission to bring its innovative designs and commitment to style and performance closer to the Nigerian audience.
Working across retail, digital, and on-the-ground community touchpoints/press, we aligned influencers, athletes, and creators to seed awareness and anticipation.
This social-first storytelling and partner collaborations helped set the tone: sport, style, and community - while in-store planning focused on creating interactive moments that would invite participation from day one.
The launch moment was designed to feel alive.
Other than the store launch event itself - which was the main course, we sustained the tempo all through customization sessions, styling workshops, and curated appearances by athletes and fashion influencers. Live DJ sets and pop-up performances transformed the space into a high-energy environment, encouraging dwell time and organic content creation.
adidas members were given priority access, exclusive shopping windows, and early product drops, reinforcing loyalty and rewarding our core audience. The store became a social space - where customers weren’t just shopping, but engaging, sharing, and experiencing the brand in real time.
The Launch: home of sport
Then we had this video leading the charge on digital, garnering over 7,000 likes and leading to a sustained increase in sell-through rates in inventory.
Post-launch, the focus shifted to consistency and repeat visitation. Flash discounts, giveaways, and time-bound offers created urgency and daily reasons to return. Mall-wide collaborations extended reach beyond the store, while social challenges turned customers into content creators, driving ongoing digital amplification.
Through continuous influencer engagement, community-driven moments, and immersive in-store experiences, the adidas Jabi Lake Mall store evolved into a destination - cementing its role as a hub for sport, culture, and lifestyle in Abuja.
The opening event generated over ₦35 million in inventory purchases (≈$20,000+ USD) and delivered a record-breaking footfall of an estimated 3,000+ visitors, driving one of the highest traffic days for both the mall and the store.