Nike just launched a new line, Air Afrique, in Abidjan, which is widely seen as a signal that global brands are taking Africa more seriously as a growth market. Instead, a new sneaker drop in North America, Europe or Asia, Nike’s choice to debut in Côte d’Ivoire reflects a strategic shift. Africa’s young, fast-growing consumer base, rising middle class and booming cultural industries (from Afrobeats to streetwear) make it an attractive frontier at a time when demand in more mature markets is slowing. This shift coincides L&HCA outreach efforts. We’ve been running our RLSD Design Competition in Africa for three years.