Super Eagles captain Wilfred Ndidi has stepped into entrepreneurship with the launch of DIIDS, his own underwear and essentials brand for men and women, marking his first major business venture outside football.
The brand was first unveiled before fans, investors and former teammates in Lagos on August 31, giving the city a preview of Ndidi’s plans beyond the pitch.
He followed that up on October 5 with the actual product launch on social media, sharing images of himself in a DIIDS brief alongside a female model also wearing the line, with a separate women’s range fronted by another model.
The name itself draws directly from his surname, built around a promise of comfort and everyday quality rather than flash.
DIIDS sits under Ndidi’s wider “WN -Built for Legacy” personal brand, reflecting his ambition to build a presence in business, media and mentorship once his playing days are done.
He studied Business and Management at De Montfort University while at Leicester City, and has often linked his work ethic back to his childhood years in Lagos.
