Fashioning Olympics 2024

The 2024 Olympics unfolded in the iconic city of Paris, a global capital of fashion. Held every four years in different countries, the event brings together competitors from around the world. This year, 206 nations participated, with athletes competing in 48 disciplines across 32 sports, totaling 329 events, from July 26 to August 11.

The origins of these historic games date back to Athens in 1896. The man responsible for their revival was a visionary Frenchman, Baron Pierre de Coubertin, who introduced the idea in 1894. However, it is important to acknowledge the broader historical context at that time: Africa was in the throes of colonialism. The colonial era on the continent had already begun, with France expanding its territory in North, West, and Central Africa following the annexation of Algeria in 1830. The race for African colonies intensified with France’s takeover of Tunisia in 1881 and Britain’s occupation of Egypt in 1882. The infamous Berlin Conference of 1884-1885, orchestrated by German Chancellor Otto von Bismarck, sought to secure trade routes for German merchants and marked the formal division of Africa into European colonies, turning Germany into a colonial empire. Hamburg, driven by its shipowners, became a key logistical hub, even playing a role in the tragic Herero and Nama genocide.

Amid this year’s Olympics, the spotlight isn’t just on athletic prowess but also on the fashion statements being made. Designers of African heritage have made history in the sportswear arena, blending cultural traditions with contemporary flair. African teams have not only excelled in their respective sports but have also turned heads with their bold and culturally infused opening ceremonies uniforms or sports kits.

International sports giants like Adidas and Nike partnered with various African Olympic teams, crafting kits that reflect both athleticism and heritage. South African retailer Mr Price contributed designs for their national team. This year is a milestone for the *African fashion movement, with groundbreaking collaborations involving brands such as LABRUM (Sierra Leone), Actively Black (Nigeria), iSLNDZ (Cape Verde) and IGC Fashion (Uganda). Other notable contributions include Stella Jean (Haiti), Moshions (Rwanda), Telfar (Liberia), Kovu Couture (Kenya), Ali Drissi (Morocco), Concrete (Egypt), Nadir Tati (Angola), and Nuba Athletics (Ivory Coast). These designers have seamlessly integrated cultural nuances into the attire for African and Caribbean teams, creating a new standard for Olympic fashion.

Among the top-performing countries in the gold medal tally are Kenya, South Africa, Uganda, Ethiopia, Algeria, Morocco, Tunisia, Cape Verde, Egypt, and Zambia.

One of the standout moments of the Games was Beatrice Chebet of Team Kenya celebrating her gold medal win in the Women’s 5000m Final at Stade de France on August 5, 2024.

After narrowly missing the 5,000m and 10,000m double in Tokyo, Ugandan long-distance runner Joshua Cheptegei finally claimed Olympic gold in the latter event, setting a new Olympic record with a blistering 26:43.14. This feat not only broke Kenenisa Bekele’s previous record by nearly 18 seconds but also made Cheptegei the most decorated Olympian in Ugandan history.

Botswana rejoices as Letsile Tebogo became the first African to win Olympic gold in the men’s 200m. President Mokgweetsi Eric Masisi declared a national day in honor of the “Botswana Sensation” after Tebogo’s lightning-fast 19.46 seconds finish, the fifth fastest in Olympic history.

Cape Verde’s Olympic journey also reached a new pinnacle. After debuting in the Olympics in 1996, the island nation celebrated its first-ever Olympic medal in 2024, thanks to boxer Daniel Varela de Pina. The 28-year-old fighter, known for his distinctive hairstyle, earned a bronze medal in the men’s flyweight category, defeating Zambia’s African Games champion, Patrick Chinyemba, in the quarter-finals before losing to former Olympic champion Hasanboy Dusmatov in the semi-finals.

Kaylia Nemour, the French-born Algerian gymnast who switched her competitive allegiance to her father’s nationality in 2021, made history by becoming the first-ever Olympic gymnastics champion from Africa. She clinched the gold on the uneven bars with a score of 15.700, tied for the highest score across all events.

The Nigerian women’s basketball team delivered a dominant performance, particularly in the third quarter of their game against Canada, securing a 79-70 victory. This win marked a historic achievement as they became the first African basketball team to reach the quarter-finals in the Olympics.

South Sudan’s rise in basketball has also been nothing short of extraordinary. Just 13 years after gaining independence, the nation made its mark as the only African country to qualify for the men’s basketball competition.

Sami Miro, whose brand ethos is rooted in eco-consciousness, was commissioned by Nike to design jackets for the five U.S. women’s gymnasts who qualified for the 2024 Olympic Games.

Congratulations to all the winners, and a heartfelt thank you to Paris for hosting such a memorable and unifying event. We eagerly anticipate the next chapter in Olympic history at the 2028 Games.

Photo credits:

Titel image: LABRUM @kanuvisuals

iSLNDZ  @cbhdphotography / Stella jean STEPHEN MCCARTHY/SPORTSFILE VIA GETTY IMAGES / Igc fashion @chris_lutanga / Mr Price Concrete / Ali Drissi

If we’ve unintentionally overlooked a designer or brand, please don’t hesitate to share the details with us. We’d be more than happy to include them. We sincerely apologize for any omissions. As an independent media brand with limited resources, we don’t have the same capabilities as larger media outlets, but we deeply value and strive to celebrate all contributions.

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