My professional journey revolves around understanding how brands shape their identities in diverse countries.
One of the most enlightening lessons I learned this year didn’t come from a corporation, but from the African teams at the World Cup.
Branding typically emphasizes visuals like logos and color palettes. However, the brands that truly thrive invest significantly more effort.
They uncover their distinct essence and present it boldly without imitating or doubting themselves.
This World Cup highlights teams that exemplify this philosophy.
The walk from the plane
Take the DR Congo, for instance.
Upon landing in Houston, the players emerged from the airport in elegant black suits adorned with leopard-print details, leopard brooches, and matching bags, all designed by Congolese creator Alvin Junior Mak of JMAKxPARIS.
This collection pays tribute to the legendary 1974 Léopards, the first sub-Saharan African team to compete in a World Cup, while honoring La Sape, Congo’s tradition where clothing serves as a means of resistance, expression, and dignity.
This marks Congo’s first World Cup appearance in 52 years, despite facing significant hurdles, including players being quarantined due to an Ebola outbreak at home and many fans unable to attend.
Though hardship could have defined their narrative, Congo chose to shine a light on creativity and heritage on one of the globe’s largest stages.
Côte d’Ivoire arrived in Philadelphia sporting saffron tie-dye blazers by Ivorian designer Ibrahim Fernandez, showcasing elephant motifs that highlighted the craftsmanship of their nation.
Sénégal presented a striking image in forest-green suits from Xakeb, paired with shoes crafted by Dakar’s Cheikh Mbacké Thiam.
In each case, the designers hailed from the nations they represented.
Countries have historically used arrivals and ceremonies to express their identities.
This tradition is well-engrained.
What is relatively novel is the confidence behind these expressions, their expansive reach, and the global interest that fuels them.
Stories that move markets
A key moment in branding emerged from Nigeria in 2018 when its World Cup jersey by Nike captivated the world.
Inspired by the iconic Super Eagles’ 1994 kit, it achieved three million pre-orders—a record for an African team—before it even reached shelves, selling out within moments of its launch.
It also became a contender for the Design Museum’s Beazley Design of the Year alongside brands like Gucci and Burberry.
Its identity was distinctly Nigerian.
The reach belonged to Nike.
Together, they accomplished something neither could have achieved on their own.
The narrative must authentically belong to you, and the right partner can amplify it.
The challenge is to ensure that the value generated returns home as well.
The story is the brand
On the field, the most captivating story, in my view, comes from Cabo Verde.
In their World Cup debut, the Blue Sharks held Spain, the defending European champions, to a goalless draw.
Their 40-year-old goalkeeper, Vozinha, put on a remarkable show, leaving the field in tears.
By the next morning, millions who had previously never heard his name were aware of it.
His social media following exploded from tens of thousands to millions, all without any marketing campaign or advertising budget.
His reputation soared because the story was genuine and resonated with people.
The most impactful brand-building moment in football this month was a heartfelt tale told at just the right moment.
You can buy attention.
However, authenticity is not something you can purchase.
Making the moment last
While these are significant moments, cultivating and sustaining a reputation requires substantial infrastructure.
I’ve witnessed this through APO Group’s collaboration with the Global Africa Business Initiative (GABI) and its Unstoppable Africa platform, organized annually alongside the UN General Assembly in New York.
Facilitated by the United Nations Global Compact, GABI connects African entrepreneurs and investors from various sectors—such as sports and the creative economy—with global partners to promote the exchange of ideas and investments on African terms.
This reinforces the same truth illustrated by the World Cup. Africa’s business, culture, and sports shape the world’s perception of the continent and do so in harmony, creating tangible commercial value: people are more likely to invest in and visit places they feel they understand.
The teams leaving the strongest impressions haven’t necessarily been the wealthiest or most powerful.
They have been the most straightforward about their identities. Some accomplish this through design, while others inspire us.
Some succeed by forming partnerships for larger impacts.
The question isn’t whether African brands can generate global interest.
They already do.
The real opportunity lies in continuing to build the platforms and partnerships that allow these stories to spread while maintaining their worthiness of sharing.
Understand your identity, and the world transforms into your audience, rather than your author.
*The author of this article is Libby Allen, Vice President: Brand & Creative at APO Group, based in Cape Town, South Africa. She leads marketing and creative services for the consultancy and its clients in African markets. The views expressed by Libby Allen do not necessarily reflect those of The Bulrushes
