TomTom has unveiled a new youth-focused initiative, the “Breathe Army,” aimed at empowering emerging content creators in Nigeria through collaboration opportunities, mentorship, and brand engagement designed to support confidence, self-expression, and personal development.

The initiative, introduced at a launch event held at The Zoon in Gbagada, brought together creators, media personalities, and members of the wider creative community for discussions centered on storytelling, personal branding, and purpose-driven creativity. The event also featured appearances by popular content creators Adeife Adeoye and Salem King, who engaged attendees with insights from their journeys in the digital space.

The programme represents a strategic push by TomTom to deepen its relevance among younger audiences while strengthening its position within Nigeria’s fast-growing creator economy.

Brand Positioning Around Community and Growth

Speaking at the launch, Morolake Emokpaire, Head of Marketing, West Africa at Mondelēz International, described the Breathe Army as a natural extension of the brand’s long-standing connection with Nigerian consumers.

She said:

“As a marketer, I believe great brands should create value beyond what they sell. The TomTom story has always been shaped by its community, which is why we created Breathe Army, to empower young creators, support their growth, and build a shared journey where we become part of each other’s stories”

Emokpaire also reflected on the brand’s heritage as it approaches its 56th anniversary, describing TomTom as a “King of Candies” and highlighting its continued presence in Nigeria’s confectionery market.

Creators Share Lessons on Growth and Consistency

A key feature of the launch event was a panel discussion moderated by LadyJadyGlobal, where guest speakers Adeife Adeoye and Salem King shared personal experiences from their creative careers.

The session focused on resilience, mindset, and the realities of building influence in today’s digital landscape.

Adeife Adeoye encouraged participants to embrace rejection and growth with perspective, noting:

“No is not a bad word; it’s just a sentence,”

She further emphasized adaptability and continuous self-improvement with the message:

“You are not fixed.”

Salem King, on his part, stressed discipline and focus in creative development, advising young creators to prioritize mastery before diversification. He noted:

“It’s difficult to pursue multiple things with the same amount of intensity and excel in all of them. When you establish yourself as excellent in one thing, people are more likely to support whatever else you choose to build.”

Deepening Presence in Nigeria’s Creator Economy

The launch of the Breathe Army marks a broader strategic shift for TomTom as it strengthens its engagement with Nigeria’s rapidly expanding digital content ecosystem.

By creating structured opportunities for collaboration and skill development, the initiative positions the brand not just as a confectionery leader but as an active participant in shaping youth culture and creative careers.

Through the programme, TomTom aims to build a sustained platform where creativity, mentorship, and brand storytelling intersect—supporting a new generation of digital creators while reinforcing long-term brand affinity.