South Africa’s booming sneaker culture is about to witness one of its most defining nights yet. After months of on-air battles, fan votes, and high-pressure showcases, Russian Bear Vodka is preparing to crown the 2025 King of Kicks — a campaign that has energised the country’s streetwear movement and reaffirmed the deep links between sneakers, music, identity and culture.
The finale will take place on Saturday, November 22, 2025 at Level Three in Kramerville, where three finalists will go head-to-head for a prize unlike anything the local market has seen: a vault worth R300 000, packed with rare finds, limited-edition drops, timeless classics and collectable sneaker grails.
The rise of this culture-driven competition builds on years of crossovers between sneakers, art, nightlife and entertainment — from music meets sneaker culture festivals such as Castle Lite Unlocks to local shifts in design innovation seen in events like Nike Air Max Day and the influence of creators such as Karabo Poppy, whose custom sneakers once “brought BUDX Miami to a standstill.”
As sneaker culture continues rising in South Africa, global brands — including Nike, New Balance and others — have intensified their presence, with analysts noting that “a new era of influence” is reshaping the local fan base.
Months of battles, one vault, one crown
Russian Bear and YFM spent 2025 searching for South Africa’s boldest sneakerheads — the ones who live, breathe and wear their identity through their kicks.
After weekly on-air battles and live eliminations, three finalists remain. On Saturday night, they’ll compete for the title and the vault that crowns them as Mzansi’s ultimate sneaker royalty.
“This isn’t just about sneakers, it’s about expression, culture, and confidence,” says Siviwe Mgolodela, Senior Brand Manager, Russian Bear. “The King of Kicks experience will be an unforgettable, invite-only celebration. A night where music meets sneaker culture and legends are made.”
What it took to qualify
The competition kicked off with qualifying questions posted on YFM’s platforms — trivia that tested not only passion but cultural awareness across sneaker history.
Among the questions contestants had to answer:
- “What is the Nike Airforce 1 named after?”
Participants had to respond using #KingOfKicks and tag YFM. - “What is the VANS slogan?”
Again, using #KingOfKicks and @Yfm to qualify.
These simple but strategic questions filtered out casual fans from true sneaker students — people who understand the legacy behind designs like the Nike Air series, celebrated repeatedly in South Africa’s creative scene.
A throne room for sneaker culture
Level Three will become the symbolic throne room of sneaker culture on the night — an elevated space where streetwear battles intersect with music, nightlife and youth identity.
Sneaker culture has long moved beyond fashion. As seen in previous features exploring music–streetwear fusion and Johannesburg’s growing sneaker design scene, the culture now stands at the centre of self-expression, entrepreneurship, and creative influence.
Russian Bear understands that. The brand has positioned King of Kicks as more than a campaign — it’s part of its strategy to amplify confidence, boldness, and cultural ownership among young South Africans.
A city in notion — and under pressure
The finale also arrives as Johannesburg braces for G20 Summit road closures, with several major routes affected. Attendees are urged to use ride-hailing services and plan ahead to avoid delays.
This follows global geopolitical tensions surrounding the summit, including China’s high-profile G20 delegation strategy — covered in NOWinSA’s analysis, “Calculated Absence: Why Xi Jinping’s G20 Delegation Is a Masterclass in Confidence, Not Centralization.”
The final showdown
On the night, three finalists will face off for the grand prize:
- The R300 000 Sneaker Vault, filled with coveted heat
- A title that cements their place at the top of SA’s streetwear hierarchy
- Recognition within a market growing faster each year, fuelled by global brands and local designers
Sneaker culture in South Africa is no longer a niche. It’s a movement shaped by music, art, nightlife, and creators who push the boundaries of expression — exactly the spirit Russian Bear aims to celebrate.
EVENT DETAILS
Date: Saturday, 22 November 2025
Venue: Level Three, Kramerville — Johannesburg
Time: 18h00
Advisory: Some roads may be affected by G20 closures. Ride-hailing is strongly encouraged.
