BAL Taps Abidjan-Based FLEXX for official off-court lifestyle Collections
Image by FLEXX
The Basketball Africa League (BAL) has partnered with Ivory Coast-based sportswear brand FLEXX to design its official off-court apparel and team collections, marking a first-of-its-kind collaboration for the league.
FLEXX, founded in 2020 and headquartered in Abidjan, will produce lifestyle merchandise and exclusive team ranges comprising more than 20 designs, with inclusive sizing aimed at fans across Africa and international markets. The products will be sold in arenas, with e-commerce distribution expected to follow.
The agreement indicates a shift toward locally driven merchandising within African sports, as leagues look to align commercial strategy with regional identity and consumer demand. Historically reliant on global suppliers, African sports properties are increasingly engaging homegrown brands with established cultural relevance and strong design capabilities.
FLEXX has previously delivered apparel collections tied to major competitions including Afrobasket and the Africa Cup of Nations, building a portfolio across performance wear and fan merchandise. The company positions itself at the intersection of sport, culture, and lifestyle, with an emphasis on quality and accessibility.
The BAL partnership adds a new layer to its commercial ecosystem, where merchandise is becoming a key driver for fan engagement and revenue diversification as the league expands its footprint across Africa.
Source: FLEXX
