Davido inks deal with international sportswear brand

The ‘Champion Sound’ hitmaker revealed the news to more than 20 million of his followers on Instagram. He is expected to leverage his star power to expand Puma’s imprint in Africa, promoting its Sportstyle collections such as the brand’s iconic T7 tracksuits.

Davido said that he was excited to partner with the company and “to take it to the next level in Nigeria, Africa, as well as with fans across the world.

“Growing up, I saw Puma play an important part in African sports, sponsoring many different football federations,” Davido said. “I also saw the kind of family Puma had built with the likes of Usain Bolt, Maradona, Neymar, Jay-Z, Nipsey, Rihanna and Lewis Hamilton, among other superstars and I thought, that’s an amazing family to be a part of.”

Puma general manager of distribution in Eastern Europe, Middle East and Africa Johan Kuhlo said: “We could not be more excited to welcome Davido to the Puma family. Throughout our history, Puma has had strong roots in Africa, football and beyond. Signing Davido is both a clear commitment to Africa as a key market and a sign that African culture is becoming more and more relevant globally”.

Representative of Puma in Nigeria Persianas Retail’s executive director, Ayo Amusan, said: “We are proud to welcome Davido to the Puma family. With this partnership, our customers and indeed his fans everywhere can expect to see the magic that can happen when two iconic brands such as Davido and Puma come together.”

The singer joins other international musicians, athletes and celebrities who are associated with the brand. The deal adds to his list of partnerships, which include Viva, Pepsi, Travelbeta, Guinness Nigeria, MTN Pulse and Infinix Mobile, among others.

Davido is behind three albums, the latest being A Better Time, which was released in 2020. He is scheduled to perform at The O2 Arena in London, UK on 5 March 2022.