Written By Lisa Murimi
President William Ruto took Kenyan businessmen to task on Thursday for their lack of initiative in capitalizing on Team Kenya’s sports merchandise.
Speaking at Eldoret State Lodge during an awards ceremony for Olympic athletes who triumphed at the Paris 2024 Olympics, Ruto expressed frustration that despite Kenya’s impressive performance, local businesses missed opportunities to sell Team Kenya kits and merchandise both in Paris and globally.
Ruto lamented, “Our business people are sleeping on the job. How can people be looking for Kenyan sportswear and sports gear in Paris, and there is nobody to sell?”
He urged traders to seize commercial opportunities and help promote Kenyan sports brands internationally.
The President’s comments come amidst a backdrop of Team Kenya’s exclusive agreement with Nike, which holds the rights to design, manufacture, and distribute the Olympic kits.
Nike unveiled the new designs on April 11, with the apparel available on their online store, including items like the Nike Dri-FIT Short-Sleeve Running Top and the Nike Phoenix Fleece Hoodie.
Ruto has called for increased private sector involvement in sports and sports infrastructure, signaling a broader push to integrate sports into Kenya’s commercial landscape.
However, it remains unclear if the Nike deal permits local businesses to sell the kits under different arrangements.
