Tennis champion Venus Williams will be launching her active wear brand, EleVen, in Nigeria.

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Founded in 2007 by the global tennis icon, EleVen has grown to become one of the most widely accepted among female active wear fashion brands around the world. Now, the label looks to break new boundaries in its latest international brand expansion.

Speaking about the brand, Venus says, “The name EleVen represents how I strive to live every day – that is, without limits. In our world, ‘10’ is just another number, but EleVen is a lifestyle – it’s about challenging your status quo, embracing positive change, and going beyond.”

Oh & Oh Elevate Performance Tank & EleVen Berry Flutter Skirt

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The deal was negotiated by John Gado Marcellin, EVP, business development for Legion of Creatives and Briant Biggs, president of Rocnation Africa.

Marcellin said of the decision to expand: “We’re excited to parlay her status as an international sports icon to turn EleVen into a globally recognized apparel brand. This innovative expansion for the company will position Venus as one of the leading female CEOs of colour in the marketplace today.”

Williams will be doing this in collaboration with the Temple Management Company.

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EleVen Berry Game Day Dress

Koye Sowemimo, head of sports for the company, said the partnership was a natural fit.

“We are delighted to bring a global quality brand such as Eleven By Venus Williams to Nigeria,” he says. “Venus needs very little introduction to the Nigerian market not only as a global icon in the sport of tennis, but from her last visit in 2012. We look forward to growing the brand in Nigeria and across Africa,” Sowemimo said.

Details of the distribution, as well as an official roll out date, are yet to be announced.

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