Lucia Maseko

2019 Mail & Guardian 200 Young South Africans

Business & Entrepreneurship

Lucia Maseko

Lucia Maseko

Brand Integration for Nike Africa


“The ultimate purpose of my work is to tell the narrative of sport, as sport has the ability to change lives and the world in the smallest ways.”

As head of brand integration for Nike Africa, Lucia Maseko leads the creative, digital and visual aspect of the Nike brand in Africa. In her previous roles, Maseko thrived on formulating strategies that not only created revenue but also impacted the lives of end users — among them, the launch of social platforms in central West Africa, showing significant wins in consumer engagement and mobile commerce, and improving business efficiency for merchants in the rural parts of Kenya.

Maseko joined Nike Africa in 2017 as the Africa digital lead, providing guidance in crafting and executing the Africa digital strategy within the key markets of South Africa, Nigeria, Egypt, Morocco and Algeria. She ensured that each country delivered the highest standards of innovative digital technology and design. Quickly recognised for her eagerness to learn, Maseko took on the dual role of Africa digital lead and brand communication lead, and pushed boundaries of digital-based storytelling at the intersection of sport and technology.

“The ultimate purpose of my work is to tell the narrative of sport, as sport has the ability to change lives and the world in the smallest ways,” says Maseko. “I use the platform of my role at Nike to boost the achievements of all phenomenal women in sports and celebrate them within the African narrative. The greater achievement for me in my current work is being able to tell stories of sports that are close to me about women in sport.”

With her team, Maseko’s celebrated the work of extraordinary women such as Caster Semenya, creating video work in which the athlete exemplifies the fact that believing in yourself pays off, and of Simi Adeagbo, the first African woman to compete in the skeleton discipline (where competitors lie prone on a sled) at the Winter Olympics. By consistently recognising the achievements of women, Lucia makes the nuanced statement that the glass ceiling does very much exist, but that women are capable of breaking through it. — Tehillah Niselow

LinkedIn: Lucia Maseko