Newsletter for Adidas Nigeria

This newsletter is FIRE for Adidas Nigeria because:

Opens with Nigerian internet slang ("HEY FAM! 👋") that immediately signals "we're one of you"

Man United vs Chelsea match recap speaks directly to football-obsessed Nigerian audience

References Lagos specifically (weather, locations) showing localized understanding

Reads like a friend texting updates, not a corporate broadcast

Self-deprecating humor ("I aged about five years in 90 minutes") makes the brand relatable

Uses internet culture language ("CHILE," "MENTAL," "unclench") that resonates with younger demographics

Sports drama hooks readers with entertainment value first (Man United match recap with all the chaos)

Fitness reality check meets customers where they are ("Remember those 'New Year, New Me' goals?")

Cultural moment captures September vibes specific to Nigeria

Product integration feels natural, not forced (mentions jerseys in context of the match story)

"SEPTEMBER VIBES: The Culture Shift" section creates shared experience

Acknowledges customer feedback ("We've been seeing your comments, DMs...")

Celebrates customer moments (weekend athletes, gym returners)

CTAs appear after building emotional investment in the story

"BACK TO SCHOOL COLLECTION" timed perfectly for September

Multiple touchpoints (shop, follow social, engage) without feeling pushy

October preview creates anticipation ("Look, we can't tell you everything...")

FOMO element ("These might be some surprises. These might be some deals.")

Keeps readers subscribed for next month

Engagement first, selling second - Entertains before asking for purchase

Identity alignment - Makes customers feel like part of Adidas culture, not just buyers

Local authenticity - Doesn't feel like a global template with Nigeria slapped on

Scroll-worthy content - Even non-buyers will read it, building long-term brand affinity

Multi-layered approach - Sports fans get match recap, fitness enthusiasts get workout content, fashion-conscious get style tips

The newsletter works because it treats the inbox like a friendship, not a sales channel. It earns the right to sell by first providing entertainment value, which is exactly how modern DTC brands win in crowded inboxes.