Super Eagles midfielder Wilfred Ndidi has ventured into entrepreneurship with the launch of DIIDS, a lifestyle brand targeting both men and women with a range of premium everyday essentials.
The brand was unveiled in Lagos on August 31, marking a new chapter for the Nigerian international as he begins to build a business portfolio beyond football.
Ndidi said the venture is part of his long-term plan to establish something that can continue to grow beyond his playing career.
“Football has given me a platform, but I know there is life beyond the game. DIIDS is an opportunity for me to build something that reflects my interests and can stand on its own as a brand,” Ndidi said.
The launch forms part of a broader personal vision built around his “WN — Built for Legacy” identity, which reflects his ambition to transition from elite footballer into an entrepreneur, media personality, mentor and creator of opportunities.
Ndidi said his interest in business was shaped by his upbringing in Nigeria, where discipline, hard work and responsibility played a major role in his development.
The Leicester City midfielder recalled helping his mother sell fruit as a child and also selling groundnuts, experiences that earned him the nickname “Omolepa” and helped shape his approach to work and business.
“I want to leave every place better than I found it. For me, that is what legacy means,” he said.
With DIIDS, Ndidi hopes to build a brand rooted in his African heritage while eventually developing it into a globally recognised lifestyle company.