Ejiroghene Olaleye is not just building a fashion label, she is reshaping the way Nigerians think about activewear. A corporate leader recognised for her excellence, she has proven herself both in her professional career and in the gym, where discipline and consistency guide her. With a Bachelor’s degree in English and Literary Studies, two MBAs, and a Master’s in Artificial Intelligence, Ejiroghene combines knowledge with focus. Her passion for fitness, training six days a week, reflects the lifestyle she promotes through her brand. That passion gave rise to The 9jasisi Brand, a Nigerian label filling the gap for activewear that brings together performance and style. The women’s line, 9JASISI, celebrates bold femininity with its signature SISI logo, while Alpha by 9jasisi offers functional pieces for both men and women. From gym bags to sneakers, the collections highlight strength, identity and everyday elegance.
In this interview, Ejiroghene shares the values that shaped her journey, the discipline that drives her work and business, and why 9jasisi is more than clothing. It is a lifestyle movement that is redefining fitness, fashion and confidence in Nigeria and beyond.
Fitness seems to be at the heart of who you are. How has your personal fitness journey shaped the vision and ethos behind 9jasisi?
Fitness is not just an activity for me, it’s a lifestyle and a discipline. Training consistently taught me that strength is built one rep at a time, and that same philosophy guides 9jasisi. The brand is about consistency, confidence, and showing up for yourself. I wanted to create activewear that makes people feel powerful, stylish, and ready to own any space – whether that’s in the gym or in everyday life.
Balancing a demanding corporate role with entrepreneurship is no small feat. How do you manage the discipline and structure required for both worlds?
It comes down to planning, structure, and boundaries. My corporate role requires precision and accountability, and those qualities have helped me run 9jasisi with the same level of professionalism. I segment my day, protect my focus, and delegate where necessary. Fitness also trains my mind to handle pressure. Once you’ve pushed through a hard workout, you know you can push through anything else.
You train six days a week, which shows incredible discipline. What life values has fitness taught you that spill over into your work and brand?
Fitness has taught me resilience, patience, and the value of small wins. You don’t see results overnight; you build them over time. That mindset translates into business: consistency over perfection, showing up even when motivation dips, and celebrating progress. It’s also instilled in me a belief in balance—discipline and rest are both essential for growth.
What gap did you see in Nigeria’s fashion or activewear market that convinced you to start The 9jasisi Brand?
I noticed that while Nigerians love style, most activewear options here either lacked quality or didn’t capture a sense of luxury. People wanted clothing that could transition from the gym to the street without compromising on look or comfort. That’s the gap 9jasisi fills—activewear that embodies strength, fashion, and premium craftsmanship, while still being relatable to our culture.
The SISI logo and the Alpha line both reflect different dimensions of identity and confidence. How important was it for you to create a brand that speaks to both women and men?
Very important. Confidence isn’t gendered, and I wanted 9jasisi to be inclusive from the start. SISI represents the bold, stylish, and powerful feminine energy, while Alpha embodies strength, resilience, and presence for men. Together, they show that everyone deserves activewear that empowers them to feel seen, strong, and stylish.
Activewear is now part of lifestyle, not just gym culture. How do you see 9jasisi contributing to how Nigerians view health, style, and identity?
We’re redefining activewear as more than just clothes—it’s a statement of self-care and confidence. Nigerians are embracing wellness more, and 9jasisi fits right into that shift by merging fitness and fashion. Whether you’re at the gym, running errands, or traveling, our pieces are designed to move with you and make you feel like your best self.
With your academic background in AI and business, do you envision incorporating technology or data-driven insights into fashion or customer engagement for 9jasisi?
Absolutely. AI offers incredible possibilities from predicting consumer trends to creating personalized shopping experiences. I see us using data to understand our customers better, tailoring styles to demand, and even optimizing our supply chain for efficiency. Beyond that, the future of 9jasisi lies in exploring smart fabrics—textiles that go beyond fashion.
Imagine activewear that regulates body temperature, wicks sweat instantly, or even has compression features to aid recovery. Longer term, we could look into fabrics with embedded sensors that track performance or posture, turning clothing into a fitness partner. For me, technology should make fashion more personal, functional, and empowering, and that’s exactly the direction I see 9jasisi heading.
Looking ahead, where do you see The 9jasisi Brand in the next five years, both within Nigeria and on the global stage?
In five years, I see 9jasisi as the go-to premium activewear brand in Africa, proudly competing with global names. Within Nigeria, we’ll deepen our footprint with more physical stores and a stronger community around fitness and style.The goal isn’t just to sell clothes, but to shape a lifestyle: redefining how people, both at home and abroad, view fitness, fashion, and identity through the 9jasisi lens.
