Wasulu Habib Olawale’s journey from Ibadan to Lagos has been marked by personal loss, academic achievement, and entrepreneurial success. After losing both parents to diabetes at an early age in life, Habib pursued a degree in computer science at the University of Ilorin. He built his entrepreneurial mindset through organizing events with friends. In the beginning, it was driven by fun rather than financial gain. However, these experiences opened his eyes to the potential within the business world, making him more excited about entrepreneurship possibilities.
As the founder of Smileys Africa, Habib focuses on providing comfortable and high-performance athleisure products tailored for sports enthusiasts and those seeking youthful fashion. From socks to bags, casual wear to activewear, Smileys Africa offers a diverse range of products designed to blend functionality with affordability — a commitment rooted in ensuring customer satisfaction and feedback.
For Habib, the joy lies in conceptualizing and bringing ideas to life, sharing his passion with others through innovative products that resonate with his interests in sports and fashion. His entrepreneurial journey began with selling socks to friends and family while working for a tech company as a Product Marketing Manager. He expanded his customer base through word-of-mouth, social media, email marketing, SEO, and content marketing. His experience working in the tech industry allowed him to start building his community of customers within the tech ecosystem.
This grassroots approach not only fueled the growth of Smileys Africa but also solidified its reputation for delivering quality and value. Habib’s dedication to continuous improvement led him to expand his product line from socks to include beanies, underwear, and now comprehensive athleisure wear — showing how proactive he is in meeting consumer needs and preferences.
As a sports enthusiast, Habib enjoys playing football, tennis, cycling, and esports like FIFA. His hobbies are not just pastimes but integral to his personal and professional identity, bridging his love for athleticism with a keen eye for fashion trends. Leveraging technology has been instrumental in Smileys Africa’s success, facilitating global e-commerce, efficient inventory management, and enhanced customer engagement through data-driven insights and community building.
Looking ahead, Habib aims to leverage emerging technologies such as AI, machine learning, AR, and VR to enhance the shopping experience for his customers. Beyond technological advancements, he remains committed to sustainability by exploring eco-friendly materials that align with Smileys Africa’s ethos of responsible business practices. Ultimately, his goal is to establish Smileys Africa as a trusted global brand, offering a safe and enriching shopping experience while continually enhancing the lifestyle experiences of his customers.