Our Businessmen Are Sleeping- Ruto Laments Missed Chance To Market Team Kenya In Paris

Ruto criticised the businessmen for failing to make themselves known in terms of availing the Team Kenya kits and merchandise to the general masses at the French capital city

Viral Tea Ke Writer Viral Tea Ke Writer
Aug 15, 2024 - 13:55 Updated: Aug 15, 2024 - 13:59
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Our Businessmen Are Sleeping- Ruto Laments Missed Chance To Market Team Kenya In Paris
President William Ruto speaking at State House, Nairobi on July 11, 2024. /PCS

President William Ruto on Thursday, August 15 hit out at Kenyan businessmen and companies for failing to take advantage of the Paris 2024 Olympics to market their products.

Speaking during a breakfast with Team Kenya at the State Lodge in Eldoret, Ruto criticised the businessmen for failing to make themselves known in terms of availing the Team Kenya kits and merchandise to the general masses at the French capital city and the rest of the world, and moreso because the athletes wound up doing Kenya proud.

The President noted that Kenya's performance, coupled with the huge recognition the design of the kits drew, particularly those used in the athletics finals, led to increased popularity and desire for such merchandise which they could not find.

Faith Kipyegon modelling in the Paris 2024 Olympics athletics kit on April 11, 2024. /FAITH KIPYEGON

"Let me also say that we have a whole commercial business around these sports," Ruto stated.

"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? What are you doing?"

The Head of State thus challenged business people to step up and commercialize the Team Kenya Olympic merchandise.

"I want to encourage more business people, enterprises and companies to commercialise our sports. Put in the money for us to have that brand that is Kenyan and a brand that will earn more money for our men and women," Ruto added.

"I look forward to expanding the sports infrastructure and I want to encourage not just government but even the private sector. I know for example that around this region, there are facilities funded by different people. Those facilities should be taken to the next level so that we can have more young people access training, sports gear, facilities, assistance and mentorship as we deal with the menace of doping."

Whereas Ruto was right to slam the Kenyan businessmen for the missed opportunities, it is worth noting that Team Kenya's deal with Nike sees them enjoy exclusive rights to design, manufacture and distribute the kits.

The kits worn by Team Kenya at the Paris Olympics were designed by Nike as part of an agreement between the clothes manufacturer and the relevant federations. The new designs were unveiled on April 11 this year with Nike as the sales partner.

In 2023, while a section of the athletes competed at the World Athletics Championships in Budapest, the then Sports CS Ababu Namwamba maintained that Team Kenya was only kitted by Nike.

At the online Nike store, the Team Kenya Miller's men's Nike Dri-FIT Short-Sleeve Running Top was listed for Ksh7,000 while the Team Kenya Phoenix Fleece Women's Nike Full-Zip Oversized Hoodie retailed at Ksh12,955. Both attires were unveiled this year.

It is not clear whether the patent rights can be extended to other businessmen to sell the kits.

The kits featured Dri-FIT ADV, innovative technologies that helped create a high-performance microfibre and polyester sweat-wicking fabric. The goal was to keep athletes dry and comfortable as they competed.

Nonetheless, a spot check by Viral Tea on Team Kenya's X page revealed a post from August 13 announcing officially that some of the Team Kenya merchandise went on sale online.

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