Njideka Akabogu
When Steve Babaeko moved to Lagos in the early 90s, it was with one goal in mind – to become a creative giant. 26 years and a few dozen knock-out ads later, he has become just that.
Babaeko has by all accounts, reached the peak of his career. He’s easily one of the most recognizable faces in the Marketing Communications and advertising industry on the continent of Africa. While this is without doubt because of his stellar track record, there is also an unignorable part of it that is attributable to the man’s larger-than-life and very distinguishable style.
Ad men are usually known for being eccentric but nothing quite prepares you for a dreadlocked, ripped jeans and Timberland boots spotting executive in Nigeria. Especially one responsible for creating some of the most iconic advertising campaigns in the country. It is men like Steve, and the rapper/businessman Jay-Z who have and continue to redefine what boardroom style looks like.
Steve’s signature dreadlocks and unique style have graced the covers and insides of magazines across the world. You could draw parallels between Steve’s hairstyle and the number of young creatives in the advertising industry who spot similar looks today, and you wouldn’t be wrong.
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A cursory glance through his Instagram page tells you one thing; Steve loves and lives the good life. And no matter what the occasion is – a day on the golf course, a meeting with the second richest black man in the world, a visit to his farm, vacation with his kids, or a night out with his beautiful wife, the photographer Yetunde Ayeni-Babaeko – Steve is going to show up looking uber stylish.
There’s something about “age-appropriateness” that often makes people lose their willingness to put an effort in the way they look. Steve, thankfully, hasn’t fallen prey to that. At 50, his cool continues to defy age.
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