TomTom Unveils “Breathe Army” To Inspire Nigeria’s Next Generation of Creators

TomTom has officially launched the Breathe Army, a new community initiative designed to empower young creators by providing opportunities to collaborate with one of Nigeria’s most enduring confectionery brands while promoting confidence, self-expression and personal growth.

The initiative was unveiled at an exclusive launch event held at The Zoon, Gbagada, bringing together young creators, media personalities, and members of the creative community for an evening filled with conversations around creativity, personal branding and purpose.

The event featured special appearances by well-known content creators Adeife Adeoye and Salem King.

Speaking at the launch, Morolake Emokpaire, Head of Marketing, West Africa at Mondelēz International, described the Breathe Army as an extension of TomTom’s long-standing relationship with Nigerians and a reflection of the brand’s commitment to creating meaningful impact beyond its products.

“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” she said.

As TomTom approaches its 56th anniversary, Emokpaire also reflected on the brand’s enduring legacy, describing it as the “King of Candies” and emphasizing its continued leadership and strong presence in Nigeria’s confectionery market.

A key highlight from the event was the inspiring panel session moderated by LadyJadyGlobal featuring Adeife Adeoye and Salem King as guest speakers. They shared insights from their personal journeys in content creation, self-development, and navigating the realities of life in today’s digital landscape.

Encouraging attendees to embrace growth and resilience, Adeife spoke on the importance of mindset and self-belief, reminding participants that “No is not a bad word; it’s just a sentence,” while emphasizing that growth remains possible at every stage with the message, “You are not fixed.”

During the session, Salem King also encouraged young creators to focus on developing and building a strong foundation with mastery in what they do  before diversifying their pursuits. Drawing from his personal experience, he highlighted the value of excellence and consistency, sharing: “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.”

The launch of the Breathe Army represents a significant milestone for TomTom as the brand expands its involvement in Nigeria’s rapidly growing creator economy. Through this initiative, TomTom reaffirms its commitment to creating platforms where creativity, collaboration, and growth comes together to inspire, empower, and support the next generation of digital creators and storytellers.