'Kokovha' sneaker brand fails, Makhadzi in hot water
The shoe designer, Sammy Mhaule, has created a new brand to try and salvage the damage that Makhadzi reportedly caused by failing to do brand promotion.
Makhadzi launched the 'Kokovha' sneaker brand last year.
She signed a deal estimated to be worth R120-million with sportswear brand, Kicks Sportswear. The brand was named after her 2020 project.
A year later, the brand has not done as well as expected. Instead, the shoe designer, Sammy Mhaule, has even resorted to selling the shoes at half price to recover his costs.
A report by Sunday World states that manufacturer, Kicks Khova, is selling the shoes for R449.99 instead of the original price of R900.
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Kicks Sportswear founder and CEO Mhaule told Sunday World that what led to the brand not performing as well as expected is Makhadzi's failure to promote it as agreed in their contractual agreement.
Not only is he reportedly now being forced to sell the shoes at half price to recover the costs, but he says he has even had to develop another brand.
“I know that I spent a lot of time working on Kicks Kokovha and hoping it would work with Makhadzi as the one promoting this brand,” said Mhaule.
“We had bigger plans but they all went down the drain because she did not keep up with the terms and conditions of our agreement," he told the publication.
Makhadzi was supposed to only perform wearing the sneakers and to promote them on her social media pages. However, the star was seen performing wearing shoes from other brands.
“Yes, Kokovha, which was meant to be hers to work on, is going at half price because I need to get my money back, it’s like they left me to do damage control myself. However, I am excited to have also launched Champion X and I believe it will run to the direction I expect it to,” he said.
Currently, Makhadzi and her record label, Open Mic Productions, are facing a R8.2-million lawsuit for failure to promote the brand.
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Image courtesy of Instagram.