Jumia and Adidas Partner to Expand Access to adidas Sportswear in Egypt and Morocco

Cairo 29 January 2025:

Jumia (NYSE: JMIA) and adidas, today announced a commercial partnership to bring adidas products to customers in Egypt and Morocco. This collaboration aims to make iconic adidas sportswear more accessible to millions of African consumers.

The partnership builds on a long-term relationship between Jumia and adidas, reflecting the trust and shared commitment to offering quality products to customers. By leveraging Jumia’s extensive e-commerce platform, adidas is able to reach a wider audience in Egypt and Morocco and offer customers the best sportswear products with the newest technology at reasonable prices.

“We are excited to partner with adidas to bring their globally recognized, high-quality products to t customers in Egypt This collaboration is a testament to the trust we have built with consumers across Africa and underscores our commitment to expanding Jumia’s product assortment and enhancing our value proposition. By bringing adidas closer to the people, we are strengthening the bonds between adidas and Egyptian customers, delivering authenticity and quality in every purchase,” said Abdellatif Olama, CEO of Jumia Egypt.

Through this partnership, Jumia will serve as one of official e-commerce partners for adidas in Egypt and Morocco, competitive deals and a wide selection of the brand’s latest products. Customers will be able to shop from adidas’ extensive collection of apparel, footwear, and accessories, all with the assurance of reliability, and timely delivery.

“At adidas our brand mission is “THROUGH SPORTS WE HAVE THE POWER TO CHANGE LIVES!” a mission that we choose to focus on, while putting our consumers in the center of everything we do, especially when it comes to ensuring that our relevant products like the DURAMO & RUNFALCON RUNNING shoes and the ADVANTAGE LIFESTYLE shoes, are reaching our consumers wherever they are. In light of our greater purpose, we constantly seek to grow long-term partnerships with strategic partners like Jumia, who through their vision of growth in the digital landscape across Africa, contribute to our brand mission and strategic growth plans in the e-retail ecosystem by enabling our highly demanded products to reach more & more e-shoppers in the Africa region,” said Mona Adel, Country Manager Egypt Morocco and Jordan.

With this collaboration, Jumia reaffirms its position as a platform for giving customers convenient access to authentic products, top global brands while supporting the growth of e-commerce across the continent.