Jean-François Kouamé:
«Making Africa shine on playing fields around the world»
The Ivorian brand Be Blessed is gearing up ambitiously to become Africa’s leading sports equipment company and compete with the biggest names in the industry. We meet the man at the helm of a company betting on soft power, innovation and 100% local production.
Born in Côte d’Ivoire and driven by a distinctly pan-African ambition, Be Blessed belongs to a new generation of African brands seeking to reclaim a greater share of the sports economy. Built around a vision that combines performance and innovation with cultural identity, the brand has gradually expanded its offering from sports equipment to complete apparel. With the Africa Cup of Nations (AFCON) providing a major opportunity, and the 2026 FIFA World Cup on the horizon, the company is accelerating its growth and reaffirming its ambition to establish a lasting presence in African and international markets.
AM: What exactly is Be Blessed? Tell us your story.
Jean-François Kouamé: Be Blessed is, first and foremost, a vision: to make Africa shine on every playing field in the world. We operate across five major areas: cardio equipment; strength training; team-sport accessories, such as balls; full apparel — from tracksuits and footwear to underwear — and, finally, field equipment.
But beyond our products, what truly defines us is our identity. Be Blessed is a proudly African brand, born in Côte d’Ivoire, conceived here and genuinely intended to shine everywhere.
What role do you currently play in Ivorian sport?
We support both professional and amateur athletes, providing them with innovative, affordable and, above all, high-quality equipment. Our mission is to support the development of sport in Côte d’Ivoire by giving everyone the means to practise their sport in the best possible conditions.
How did you prepare for the AFCON?
We were in full swing! We launched a range of football fan merchandise in the colours of the competition, including caps, shoes… We are also proud of our collaboration with Wilfried Bony, the former Ivorian international footballer. Together, we are launching a pair of trainers called the WI 12 — “WI” for his initials and “12” for his iconic national-team number. The model was released at the start of the AFCON.
It is a powerful symbol: an Ivorian product, worn by a local legend, celebrating football.
Was the tournament an opportunity to raise your profile?
Absolutely! Although we do not have access to the official advertising platforms of the Confederation of African Football, distributing our products during the AFCON significantly boosted our visibility. And at major events like this, the enthusiasm is there: people want to wear the orange, white and green.
And what are your plans for the 2026 World Cup?
That is our second major project at the moment! We plan to travel to the United States during the tournament and set up stands there. It is a genuine opportunity. Our goal is to introduce Be Blessed to the football fans who will be there.
The World Cup is a global showcase: all the qualified nations, millions of supporters, football federations, sports professionals… We want to seize this unique opportunity to reach a global audience, forge strategic partnerships and demonstrate that Africa has a place among the world’s leading sports-equipment manufacturers.
What are your main challenges when competing with the industry giants?
Production capacity is what everything hinges on. The giants in the sector have enormous working capital, allowing them to produce on a massive scale and serve the global market. For now, we are operating in a different league. But we are not standing still.
We are currently building our own factory in Côte d’Ivoire. This will enable us to significantly increase our production volumes, offer a wider range of products and, above all, make our equipment more affordable through economies of scale. That is the challenge we must overcome if we are to compete with the giants.
But you also have advantages that the major brands do not, don’t you?
Our cultural identity is our strength. We are developing products specifically designed for the African market, drawing inspiration from our culture, our codes and our history. Consumers across the continent can therefore see themselves in our brand and identify with it.
That is a huge advantage when competing with foreign brands, which currently control around 90% of the African market. We want to reverse that trend.
Do innovation and quality really matter to you?
They are non-negotiable. They are our biggest areas of expenditure when we develop a product. We cannot expect to compete with the major players unless we bring equipment to market that is both innovative and of impeccable quality.
That is our signature and our commitment to everyone who puts their trust in us.
Where do you see Be Blessed five years from now?
In five years, we will be the leader in Africa. The continent’s number-one brand, without question. And internationally, we are aiming to break into the global top five sports-equipment manufacturers.
Is that ambitious? Yes. But that is precisely what drives us forward. We do not merely want to exist. We want to shine.