Kigali, Rwanda — FLEXX, the African‑born sportswear brand, today announced the opening of its new showroom inside Zaria Court Kigali, the landmark $26 million mixed‑use complex conceived by Masai Ujiri (Giants of Africa) and Helios Sports & Entertainment. The grand opening formed part of a historic week for African sport and culture and was attended by H.E. President Paul Kagame, Aliko Dangote, Masai Ujiri, and other global leaders.    

Strategically located in Kigali Sports City, adjacent to BK Arena and Amahoro Stadium, Zaria Court is designed as a scalable model for Africa’s sports and creative economy—combining retail, hospitality, training facilities, event and content spaces under one roof. The development is already credited with creating nearly 500 jobs, with a strong focus on opportunities for youth and women.

  

“FLEXX was built to carry Africa’s pride into every arena—from our streets to the world stage. Joining Zaria Court is not just a store opening; it’s a declaration that African creativity, performance and business belong at the highest level,” said Jean Jacques Koffi, Founder of FLEXX. “We’re here to serve athletes and culture‑makers with gear that performs in the gym and lives in the city.”

Zaria Court’s vision aligns with a surge of investment into African sports and entertainment infrastructure. Helios Sports & Entertainment has outlined an expansion strategy across the continent, bolstered by $50 million of new equity from IFC and Proparco to accelerate venues, live events, media, and retail. At the opening, Ujiri called the Kigali flagship a “template in Africa” for building the ecosystem around sport and culture.   

What FLEXX brings to Zaria Court

• Performance‑meets‑lifestyle assortment: FLEXX debuts with its FLEXX Essentials (core training tees, hoodies, track pants, caps and socks) alongside limited capsules that celebrate African cities and athletes—extending the brand’s “sport, street, culture” identity inside Kigali’s most talked‑about destination.

• Made‑in‑Africa design language: Every garment integrates subtle African geometry—inside linings, sleeve tapes, and heritage labels—so customers experience cultural authenticity with modern performance.

• Community programming: FLEXX will host “Flexx Universe”—free training meetups, athlete talks and drop events—leveraging Zaria Court’s courts, studios and event spaces to activate the local community and visiting fans.

“The future of African sport isn’t only what happens on the court—it’s the businesses, jobs, and creative industries we build around it,” Koffi added. “By placing FLEXX in the heart of Zaria Court, we’re investing in athletes, creators and the next generation of African excellence.”

Zaria Court is a first‑of‑its‑kind, mixed‑use campus integrating sport, culture and hospitality within Kigali Sports City. The $26M flagship brings training courts, event and content studios, retail and food concepts together to catalyze local enterprise and regional tourism, with ~500 jobs created at launch. The opening week coincided with the Giants of Africa activities in Rwanda and drew continental business and cultural leaders, including President Kagame and Aliko Dangote.     

FLEXX is a sportswear and accessories brand born in Africa and built for the world—blending performance design with cultural authenticity. From training staples to limited culture‑led capsules, FLEXX equips athletes and creators to train hard and live loud. The brand’s Kigali showroom at Zaria Court anchors its East Africa presence and will be a hub for product drops, community sessions and athlete collaborations.