Cassper Nyovest’s Family Tree and Lekau Sehoana’s Drip Footwear Partnership Sees The Formation Of A New Brand Called ‘Root Of Fame’. South African shoe brand Drip Footwear has announced the welding of its long-term relationship with award-winning musician Cassper Nyovest in the launch of what they call “The Legacy Deal”. This partnership is said to be worth R100 million. The deal was announced earlier this week, Cassper Nyovest describes the deal as the epitome of black excellence as both of the collaborating companies were founded and are owned by black entrepreneurs. This is also a momentous moment in the South African Hip Hop industry this deal is a stepping stone to Nyovest becoming the first SA Hip Hop billionaire.
This partnership is not an endorsement deal but a start of a new venture between the two companies, this new venture is called ‘Root Of Fame’. This brand will not only be focusing on releasing sneakers but will also be venturing into other products and business ventures. “It’s a lot of things, we are getting into a partnership of a new brand, it’s something separate but it’s under Drip, this is a new branch and it involves a lot of things such as products and equity.” said Cassper Nyovest in a media briefing.
Drip Footwear too to Twitter to announce the formation of the new brand. The tweet read, “We are about to launch a series of products under our new wing, The Root of Fame with @CassperNyovest. This partnership goes beyond music and sneakers; it’s a showcase of Black excellence through the power of collaboration.”
Drip Footwear Founder Lekau Sehoana told Podcast And Chill with MacG that, “It’s just products, we signed a contract worth R100 million of products, if it’s a sneaker or a T-shirt that is worth R2000 we are going to make ones that are worth R100 million up until that particular term ends, so that is how we came to R100 million.”