Shine studios in Johannesburg was transformed last night when the proudly South Africa sneaker brand, Bathu – which means a shoe in the township ‘lingo’ – invited SA’s cream of the crop and industry leaders to witness this milestone as they launched the #YamaSupa brand campaign. A very first in their space, Le na eYama Supa bozza Yami.
Launched 4 years ago by qualified Accountant, Theo Baloi who grew up in Alexandra, the brand currently has 4 stand-alone stores in Johannesburg, Pretoria, Bloemfontein, and Port Elizabeth with the aim to open more stores.
“I’m so proud of this campaign. We have been crafting it for a couple of months and last night proved that my people resonate with the brand. #YamaSupa represents us, where we are from and what we exude. It is one that is meant to celebrate not only our journey but also that of individuals that have been with us through the struggles and those that are on their personal journeys to success. ‘Kao fela re MaSupa’ (We are all bosses) whether you in business, a street vendor, a taxi driver, a skater or traffic officer. With this one, we hope to make a significant change in how local brands are seen,” said Theo, founder of Bathu.
Led by MC Smash Afrika, the guests were treated to a street style production which featured performances from one of the most sought after Amapiano acts like DBN Gogo and Tall Arse Tee. The night was capped off with the viewing of the Yama Supa advert which featured a mash up of South African subcultures, ones that truly reflect a Bathu milieu.
To view the Bathu ad, please click on the below link:
https://www.youtube.com/watch?v=3asQtIezxs0
Images are on the below link: