SPORTS BY FORCE

FORCE African Sport brand has ambitions to take on Nike.

                  “I’m sick and tired of seeing the hungry people of my country dying.”

Story highlights

• FORCE. Is the first Sport strong brand made and designed in the African Continen.
• The brand official prewiew planned for december 2018 hopes to dress sports around the 5 continents. 
• The parent organization of FORCE, Inc is an emerging not-for-profit project has harnessed that storied tradition in an effort to break the cycle of poverty by exporting a line of Sports apparel for athletes worldwide.
• FORCE garments are exported and sold in the developed countries with revenues reinvested into the Africa economy.
• Force is how we change the world.
• FORCE works with young entrepreneurs in fashion, graphic design, photography, modeling, and marketing to create and expand their businesses.
• FORCE believes that economic development through employment and entrepreneurship is the most effective means to increase the welfare of a country and the result is the vertical integration of the African economy and the creation of a sustainable and expanding system where revenue from apparel is used to create and expand production facilities as well as employ additional workers and work with more entrepreneurs.

Africa is known for producing some of the world's greatest runners and now a Start up wants to get them noticed wearing a brand from their Continent.

Angel Bashile have launched what he say is the continent first sport  brand and they have high hopes of one day transforming Africa into the sport apparel continent of the world.

"There are a lot of African athletes and you always see them wearing Nike and Adidas and not something from their own country," said Angel Bashile, who designs the clothing and heads up the Africans operation of Force.

"We do have quite a good track record when it comes to running, so why not match that with an equally big clothing brand," he added.
FORCE says it creates running & Sports apparel that's 'designed, manufactured and managed in Africa countries.'
The name of the brand forms the backbone of the Foundation Ghetto Beats.

"FORCE is all about having the courage to do new things, try new things, be brave and go out and do what is right what is fair for you and the others made for people by people.

The brand official preview plan for November producing just over 1,000 Items.

But they are quick to point out that they're not just selling apparel.
"Our shirts are beautiful. We use the softest fabric available; employ a modern fit and fantastic graphics, but what sets us apart are our ideals," said Angel, the brains behind Force.
"By purchasing a FORCE sport wear items one is investing in Africa future. A future that is built upon business and international trade not foreign aid," he continued.

Africa growth vision

Angel first became interested in the idea of producing an ethical clothing line when he was researching textiles factories in Pakistan as part of his Thesis.
"I always wondered why 'ethical' clothing lines were so focused on concentrating operations in America or Europe. There are incredible designers and entrepreneurs in impoverished countries," he said.
"To create real economic development, an apparel company needs to create as many economic linkages in a poor country as possible," he continued.

Africa's 'silent crisis'

The FORCE team pride themselves on being one of the most ethical Sports apparel company in the world, according to angel.

The clothes are produced by Cotton Made in Africa, the goal is to produce diferents items in diferents countries and create a new sustainable mark in the textil supply chain, focusing in the educational economic development of african citizens.

FORCE hopes their industry model could help change the face of business in Africa by inspiring the younger generation.

"It shows that you don't have to go to India or China to be successful. This could help boost the economy and generate income and jobs," Angel said.  “If we as Africans don’t use our businesses to grow the Africann economy, then who will?” Revenues from the sale of Force garments support African businesses and create jobs in Africa. Force has big dreams of building a global headquarters and fair-trade factory in R.D.C.

We aren’t just selling Sport apparel. OUR ONLY GOAL IS TO CHANGE LIVES.”

In this developing nation there are many barriers to conducting business. Electricity shortages on alternate days means a firm has to battle constantly with varying issues and there is no compensation for loss of business. Internet costs are huge and speed is extremely slow because Africa still depends on satellite. Corruption and bureaucracy are the cornerstones of society there but they believe Kenya can step out of its own mess if only it could see its own potential and the damage it does to itself. Nevertheless the choice to start up a business there was great – as the industry is young . And its an exciting time to be part of it.

‘We are a small organization with very big dreams of taking on Nike, Adidas, Puma, etc. We in no way have the same resources as them, but we definitely have the heart. It’s why we are called FORCE, each of us have put everything on the line to fight for what we believe in, for what we think is right. Because of these ideals, we are already a success.’

And we think so too.