Makhadzi signs R120 million sneaker ‘mega deal’ with Kicks Sportswear

Makhadzi has signed multimillion-rand deal with a local sneaker brand.

Makhadzi, hot on the heels of rapper Cassper Nyovest’s R100 million deal with Drip, signed a “mega deal” worth R120 million with Kicks Sportswear called Kokovha, inspired by her 2020 album.

“I am happy to announce that I have signed an R120 million mega deal called Kokovha with @kickssportswear_sa to develop and create amazing products that will reflect everything that I am and believe in,” she wrote on Facebook.

She released a video where she was wearing traditional Tshivenda attire and meeting with the Kicks Sportswear team and founder Sammy Mhaule.

Mhaule says he started an African sportswear brand because of his passion for great sports apparel and sneakers to help people transition from work to gym.

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“I wanted to provide an African alternative by creating Africa’s best sports brand to the world that can compete internationally in every level. My vision is to turn the legacy of Kicks Sportswear into a material force that transforms the destinies of the unemployed and a platform for entrepreneurs.

“My intentions are clear that we need to drive the idea of partnership and collaboration. Over the next few weeks, I will be sharing more details about this deal. Makhadzi is a rare gem with so much energy and talent. She is enthusiastic about her craft and is willing to put in the work. In all aspects of this deal, it is a blessing, and it’s more than just me!”

Other huge sneaker deals from celebs

When Drip announced its partnership with Cassper, many people wondered where the R100 million figure came from. Drip founder Lekau Sehoana said the R100 million was a brand valuation of how many products they hope to sell with Cassper over a 10-year period.

Developing a good reputation amongst sneakerheads, Bathu has also created a celeb clientele and ambassadors.

They include Somizi Mhlongo, Khanyi Mbau, Lerato Kganyago and DJ Tira. The Somizi and Bathu limited sneakers were priced at over R300,000 and many wondered what warranted such a cost.

For international brands, Kiernan ‘Aka’ Forbes was one of the first local celebs to have their own sneakers when he signed a deal with Reebok for his personalised SNEAKA but the deal went sour after the rapper claimed he was never paid a cent for the partnership.

The limited-edition did well and AKA says he agreed to work with Reebok because it had always been one of his dreams to have a sneaker under an international brand.

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