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Super Eagles captain Wilfred Ndidi has expanded his business portfolio by launching DIIDS, a lifestyle brand specializing in everyday essentials and underwear for men and women. Designed around comfort and breathability, the line features supportive fits, multi-pack options, and promotional campaigns fronted by Ndidi himself.
Building a Legacy Beyond Football The venture operates under Ndidi’s broader “WN — Built for Legacy” initiative, created to establish a sustainable business identity outside his athletic career. The 29-year-old midfielder emphasized that while football provided his initial platform, DIIDS represents a personal passion meant to grow from its African roots into a global brand.
Currently under contract with Turkish club Beşiktaş through at least 2028, the Nigeria captain is actively balancing elite sports with entrepreneurship. First unveiled in Lagos on August 31, DIIDS has recently gained significant momentum following fresh social media campaigns spotlighting Ndidi’s transition into the lifestyle sector. (The Nation)
