Nigeria captain Wilfred Ndidi has taken a major step beyond football with the launch of DIIDS, a new lifestyle brand offering underwear and everyday essentials for both men and women.

The Beşiktaş midfielder unveiled the brand as part of his growing entrepreneurial portfolio, marking a new chapter in his ambition to build a lasting identity away from the football pitch.  

DIIDS offers men’s and women’s underwear designed around everyday comfort, breathable fabrics and supportive fits, with the collection available in different multi-pack options.

The brand was formally unveiled in Lagos on August 31, with Ndidi also featuring prominently in the campaign for the new venture.  

For the Nigeria international, DIIDS represents more than a fashion project, as it forms part of his broader plan to establish businesses and initiatives capable of extending his influence beyond his playing career.

“Football has given me a platform, but I know there is life beyond the game,” Ndidi said, explaining the motivation behind the venture.  

The 29-year-old has linked the project to his personal “WN — Built for Legacy” vision, which reflects his ambition to develop interests in entrepreneurship, media, mentorship and other ventures beyond professional football.  

Ndidi’s interest in business, according to reports surrounding the launch, has roots in his childhood in Nigeria. He recalled helping his mother sell fruit and also selling groundnuts while growing up.

Those early experiences, he said, helped shape his understanding of discipline, responsibility and hard work — qualities he now hopes to transfer into his business pursuits.  

“I want to leave every place better than I found it. For me, that is what legacy means,” Ndidi said.  

DIIDS therefore becomes an important part of the midfielder’s plans to build something that can continue beyond his football career, while creating a brand with roots in Africa and ambitions for wider international recognition.

The launch also reflects a growing trend among African footballers who are using their sporting profiles to establish businesses in fashion, lifestyle, media and other sectors while still active on the field.

Ndidi has already established himself as one of Nigeria’s most experienced midfielders, having enjoyed a long career in the Premier League before moving to Turkey to continue his professional career.

His move into entrepreneurship now adds another dimension to his profile, as he seeks to combine his football experience with business development and long-term brand building.

With DIIDS beginning its journey with men’s and women’s underwear, Ndidi’s latest venture could provide the foundation for a broader lifestyle portfolio under his WN, Built for Legacy platform.