Super Eagles captain Wilfred Ndidi has ventured into fashion and entrepreneurship with the launch of his new lifestyle brand, DIIDS.
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The brand, which targets both men and women, was unveiled in Lagos on August 31 as the Beşiktaş midfielder expands his interests beyond football. DIIDS begins with premium everyday essentials, with underwear among the clothing products covered by its registered trademark.
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Ndidi said the new venture reflects his desire to build something that can stand independently from his football 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,” he said.
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Super Eagles captain, Wilfred Ndidi launches his new underwear for men & women. ❤️ https://t.co/7dMkQTmUdG
— POOJA!!! (@PoojaMedia) October 5, 2026
The footballer’s move has sparked reactions online, with some Nigerians applauding his decision to build a business while still active in football, while others mocked the new venture and questioned the branding and advertising.
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@ik_7xx: this looks memeningful
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@hassam_daniel: Nah wetin E go business school go prepare for Nigerians be this now
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@chaseokoye: He should use some else for the advert. Him no get shine
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@Philose: Him mate dey produce better thing, this one go dey waste money 😩
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@Tarzanjr554: No wonder bro drop stinker every game 😂 See ehn prick
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@EphraimX5: Why he come dey open that gal zip
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@sonofarinze: Plenty footballers talk about life after the game. Ndidi is building his while he still dey play.
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@utdHT: He don start new business with football money 🌚
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@iam_adewuyiseun: The comment section is a shame. Nigerians don’t ever support their own
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@Investor_Geddes: Does the underwear come with a woman?
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@Imoleayo1190296: You didn’t tell his brand name
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@scofild81768077: So ndidi still plays for Nigeria in 2026😭😭
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@cypha1011: Any link to his online stores?
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