ABIDJAN, Côte d’Ivoire – In a move signaling the rising global potential of African brands, FLEXX, a fast-emerging force in creative sports apparel, has entered a strategic partnership with Omega Sports Holding, an innovative private investment firm with a focus on scaling sports ventures with global ambitions.

The collaboration aims to unlock international market opportunities for FLEXX, combining its design-forward identity and cultural resonance with the capital, strategic guidance, and global network of Omega Sports Holding.

Established in 2021, FLEXX has carved out a distinct space in the market with its fusion of culturally inspired design and high-performance eco-conscious functionality. Regarded by many as a future “NIKE” founded on African soil, FLEXX’s future is promising. This future is being brought to life by Ivorian born entrepreneur and Forbes 30 Under 30 honoree, Jean-Jacques Koffi. With resilience, strategy, and excellence, Koffi has witnessed the rise of his brand and continues to strive for its growth on local and international scenes.

Captivating the eyes of consumers during the 2023 AFCON in Côte d’Ivoire, FLEXX stole the show with its unique tribal patterns and designs representing a variety of countries and ethnicities, showcased on the big stage. FLEXX has witnessed remarkable growth, with a 35% increase in revenue year-on-year, reflecting the interest of local young and trendy consumers. FLEXX has created sportswear and accessories that authentically represent the African diaspora with global relatability.

With 1.4 billion people and 60% under 25, Africa is the world’s youngest and fastest-growing consumer market. By 2030, over 760 million will live in cities, fueling demand for lifestyle and performance wear.

Sports culture is booming, yet Africa captures less than 1% of the $350B global sports apparel market. Brands like FLEXX are stepping in to change that—delivering Afro-inspired, youth-driven apparel that’s made in Africa, worn worldwide.

Recently FLEXX was chosen as Oxford MBA’s official outfitter for the 2025 MBA Tournament. The custom-designed outfits for 1,500 students from the world’s most prestigious academic institution painted a powerful picture for global diversity in sportswear, and the investment in young African entrepreneurs like Jean-Jacques Koffi.

Omega Sports Holding, known for its targeted approach to investing in high-growth sports assets across emerging international markets, views this partnership as a strategic opportunity to back a locally rooted African sports brand with global commercial potential. This investment will accelerate the release of new local and international collections, expand distribution zones, structure their commercialization and reinforce FLEXX’s footprint in the international sports ecosystem.

Jean-Jaques Koffi, CEO of FLEXX stated: “This partnership is a validation of our belief that African brands are not just part of the global conversation—they are shaping it. Our mission has always been to build a brand that reflects the energy, creativity, and innovation of Africa. With Omega Sports Holding behind us, we now share the same vision: building a World Champion in the sportswear industry, capable of merging performance, style and social impact. This investment will allow us to scale globally in our development and aim for excellence in all our actions.”

After acquiring stakes in Abidjan Basketball Club, Racing Club Abidjan and the Levallois Metropolitans, the acquisition of stakes in FLEXX illustrates Omega Sports Holding’s strategy of acting in the economic and creative industry of sports. 

Cheick Sanankoua, Chairman and Founder at Omega Sports Holding, concluded: “FLEXX represents the next generation of African entrepreneurship—ambitious, authentic, and globally competitive. This partnership aligns with our investment thesis: Africa is one of the most dynamic sports and consumer markets in the world. We’re not just investing in a brand—we’re investing in the future of global sports culture. With FLEXX, we are excited to explore synergies with our current clubs, athletes and fans.”

Both companies share a common belief: Africa is not the next frontier — it is the now. And through this partnership, they aim to inspire a new era of sports and style powered by creativity, culture, and confidence across the globe.

About FLEXX

Founded in 2021 by Jean-Jacques Koffi, FLEXX is an afro-inspired design-led performance brand redefining sportswear. Merging high performance functionality with cultural identity and authentic storytelling, FLEXX creates sportswear and accessories that allow people move to the beat of their own rhythm. Born between Côte d’Ivoire and Rwanda, FLEXX blends innovation, continent-inspired design and global ambition. From local fields to major international competitions such as AFCON and FIBA’s Afrobasket, FLEXX has established consumers in over 15 countries. FLEXX is more than just a clothing brand: it’s a movement that inspires communities to move, win, and express themselves with pride.

For more information, please visit our website.

About Omega Sports Holding

Omega Sports Holding is a private investment firm specialized in creating high-impact platforms in the sports industry. It deploys long-term capital and operational expertise in partnership with African entrepreneurs. Omega has an initial focus on Africa and to invest $50 million in African sports clubs, leagues, infrastructure, technology and brands by 2027. Omega Sports Holding is powered by a diverse and highly skilled team of professionals, each bringing deep expertise and unique perspectives to the table. Their experience fosters innovation, strengthens collaboration, and enables them to deliver exceptional results for clients and stakeholders. Together, Omega drive progress with a shared commitment to integrity, excellence, and impact. Omega’s work directly impacts a group of 225 beneficiaries across Côte d’Ivoire and France.

For more information, please visit our website, as well as our LinkedIn and Twitter pages.

Contacts:
FLEXX: Jean-Jacques KOFFI – CEO – jj@flexxnow.com
OSH: Jean-Luc Agboyibo – CEO – jagboyibo@omegasportsholding.com