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Kokovha: Makhadzi’s $8 Million Mega Deal Explained

Johannesburg – The media has been awash with news that the Tshivenda singer Makhadzi has inked a multi-million-dollar deal with Kicks Sports...

Johannesburg – The media has been awash with news that the Tshivenda singer Makhadzi has inked a multi-million-dollar deal with Kicks Sportswear.

At first, when the “mega deal” was announced, people concluded that she had been offered loads of money, making her an instant millionaire.

But far from that, the Kokovha deal, inspired by her 2020 album by the same name, the trending singer will create specific products under the Kokovha brand, which they hope will sell sports apparel and sneakers, worth around R120 million ($8 million).

“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,” Makhadzi announced on Facebook.

Sammy Mhaule, Kicks Sportwear founder, at the recent signing ceremony, where Makhadzi featured in traditional garbs, said that he intends to create a band that will compete on the international stage.

“I wanted to provide an African alternative by creating Africa’s best sports brand to the world that can compete internationally in every level,” Mhaule told the Citizen in South Africa.  

“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.”
Singer Makhadzi has Signed a Major Endorsement Deal (Image: Facebook)
Mhaule added: “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!”

The Makhadzi mouthwatering deal is not the first, following a R100 million Drip deal penned by rapper Casper Nyovest. 

With people still wondering how the Casper deal will pan out, Drip founder Lekau Sehoana said the R100 million was a brand valuation of how many products they hope to sell with Casper over a 10-year period.

This translates to R10 million worth of sales every year and considering Casper’s mainly youthful following, the forecast is achievable.

Not to be left out, Bathu, another sneaker retailer, has also romped in celebrity ambassadors, including Somizi Mhlongo, Khanyi Mbau, Lerato Kganyago and DJ Tira. The Somizi and Bathu limited sneakers, according to media reports, were priced at over R300,000, leaving onlookers how it was evaluated.

Kiernan ‘Aka’ Forbes became one of the first local celebs to have their own sneakers when he signed a deal with Reebok for his personalised SNEAKA. However, the deal is reported to have turned sour after the rapper claimed he was never paid a cent for the partnership.

Contrary to the claims of nonpayment, AKA says he agreed to work with Reebok, adding that it had always been one of his dreams to have a sneaker under an international brand.

Sports stars such as Ronaldo, Messi are paid millions from personally branded products, besides their mammoth wages. On arrival at PSG recently, Messi’s replica jersey reportedly sold thousands of pieces, before he even kicked the ball.

But after Makhadzi was duped by her former manager, she has much wisdom on how to ink deals that will benefit her, rather than leave her traumatised. For a singer who grew up in a remote village, what she has done so far has been overwhelming. - Online Sources 

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