Street culture is not waiting for validation, and adidas is making that clear with its latest move. Teaming up with Skipper Bar, adidas has launched We Own The Streets, a campaign rooted in township culture and the people shaping it in real time.
A Campaign Rooted in Kasi Identity
At its core, We Own The Streets is about ownership. Not just of style, but of culture, community, and the spaces where creativity actually happens. Rather than looking outward, the campaign turns its focus inward, highlighting how township culture continues to influence South Africa’s broader identity.
“Street culture is not borrowed; it is built, lived, and owned by the communities that created it,” said Kaboomo Mgibi-Marshoff, Senior Brand Manager at Skipper Bar.
The Icons Shaping the Streets
The campaign is led by three figures whose work speaks directly to innovation and impact within township economies. These include Luvuyo Rani, CEO of Silulo Ulutho Technologies, Godiragetse Mogajane, founder of Delivery Ka Speed, and Bulelani Balabala, founder of the Township Entrepreneurs Alliance.
Each represents a different lane of leadership, but all share a common thread of building within their communities.
Passing the Torch to the Next Generation
A key part of the campaign is its focus on legacy. Each icon has nominated a “One To Watch”, spotlighting individuals who are already making moves within their spaces.
Among them are Tsholofelo Monyapao, recognised for his role in growing Delivery Ka Speed, Sindile Mavundla, founder of Khaltsha Cycles, and Patric Thokkie, the force behind Lifeway Imphatho Brands and Loxion Fruit Juice. These rising names reflect a new generation that is not waiting for opportunities but actively creating them.
More Than Just a Campaign
For adidas, the message is clear. This is about recognising the exchange between generations and the role communities play in shaping culture.
“The township is where dreams are built, and creativity thrives,” said Nimisha Ghela, Omni-Channel Activations Manager at adidas.
With We Own The Streets, the focus shifts from trend to truth, positioning the streets not just as a backdrop, but as the foundation of identity, ambition and future thinking.