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Cassper/Drip Footwear collabo; biggest SA hip-hop money deal ever

Cassper Nyovest's mind-blowing R100 million endorsement deal with South African sneaker brand Drip Footwear is prove that often times hip-hop artists don't make their millions through record sales or live performances, but that a lot of these big money deals are made outside of the music business - either through clothing lines, if not leading FMCG brands.

On Monday (June 7) , Drip Footwear SA announced the results of its long-standing relationship with the ‘Dr Shebeleza’ hitmaker, which sees the Mafikeng-born singer walk away with a satisfying R100 million bucks.

Recognising the influence, and emerging international brand power that began about ten years ago with the launch of Family Tree merchandise by Cassper Nyovest, the partnership – fittingly called #TheLegacyDeal – is the first of its magnitude ever created between a non-athlete personality and an athleisure brand in South Africa. 

Commenting on what the deal means, Cassper Nyovest said: This is what dreams are made of. It’s moments like these that redefine history. A shift of power. A milestone for me and South African Culture. This also sends a strong message out so say, as much as you can do great things on your own, two great black minds are always better than one. Another one for black excellence.”

Lekau Sehoana, founder of Drip Footwear SA said the synergy of two businessmen coming from similar backgrounds sparked this alliance. “This is a celebration of two brands working to reach international markets and inspiring the young ones in Ivory Park where I grew up, and Mahikeng where Cassper is from. With consistency and faith, they too can reach these heights, no matter which dusty streets you’re from,” Sehoana added. 

Cassper serves Black excellence through #TheLegacyDeal collabo

Today’s announcement is the latest in a series of landmark achievements made by the top charting hip-hop musician and entrepreneur, who is also Samsung ambassador.

In 2017, the presentation of Family Tree merchandise rewrote the template of modern street-wear culture, uniting style, music, celebrity and social media to create a vibrant spectacle of creative expression.

The two brands’ evident success stories provide a perfect blend of a brighter future in the black owned business sphere – what with Drip Footwear having gone from having no physical store in 2020 to having recently opened its 12th store! 

As Sehoana further explained in the tweet below, the partnership goes beyond music and sneakers, to “showcasing black excellence  through the power of collaboration”.

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Tankiso Komane
Tankiso Komane
A Tshwane University of Technology journalism graduate, Tankiso Komane has a vast experience in print & broadcast media business and has worked for some of the country’s biggest daily newspapers, including The Sowetan, The Citizen, The Times, and The New Age. Through her varied work as a journalist, notably as a copywriter for SABC1 (On-Air promotions) and as a publicist for Onyx Communications, she has developed an in-depth understanding of the nature of the media business and how to use it for the purpose of exposure. Her expertise in journalism across various disciplines, coupled with a good reputation, has laid the foundation of a new kind "trust in Journalism" as the media ecosystem continues to digitally evolve.
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