WeeklySA_AdminSPIRIT: The Soweto-born hip-hop star and French brand intend to collaborate on innovative initiatives to optimise their relationship in the next 12 months…
By Priscilla Malinga
Martell, one of the oldest of the cognac houses globally, this week announced an ambassadorship partnership with a South African hip-hop star and fashion entrepreneur K.O.
Celebrating African success, K.O will collaborate with Martell on a mission to bring inspiration to others to be bold, resilient, and create their paths with various projects and campaigns for a period of 12 months.
“In a society where there are so many expectations and conventions, this partnership urges everyone to embrace the spirit of audacity, challenge the status quo and conquer the unfamiliar.” Said Nthabi Motsoeneng, chief Marketing officer for Pernod Ricard Africa and Middle East.
Just as K.O has consistently transformed the entertainment industry since his rise, Martell has been revolutionising the cognac world for over 300 years with its distinctive and flavourful offerings, according to Motsoeneng.
With the launch of its Martell Blue Swift, the brand further cemented its bold legacy. Now, with K.O as their new ambassador, Martell is set to continue pushing boundaries and redefining excellence. “Martell remains committed to honouring those who courageously embrace challenges for the greater good, rather than adhering to norms that serve only a select few. Our partnership with K.O encourages individuals to forge their own paths and question the status quo,” explains Motsoeneng, adding:
“This partnership will highlight the diverse paths to achieving success, moving beyond traditional approaches. It also aims to inspire and empower individuals to pursue their goals with courage and conviction while staying true to themselves,” KO said he was thrilled to officially partner with a French brand as iconic as Martell – where his passion for music and fashion meets the artistry of fine cognac. “Here’s to elevating every moment with style and swag as we plan some really dope audacious stuff together just for you,” affirmed K.O.
The partnership will foster innovative collaborations between the two, encompassing his upcoming music festival later this year, the release of his latest album, and the one-year anniversary of his clothing store, ‘Swave’, next month.
The oldest of the great cognac houses, founded by Jean Martell in 1715, Maison Martell is renowned throughout the world for the finesse and elegance of its cognacs, the result of a legacy of savoir-faire handed down through nine generations.
K.O, true name Ntokozo “K.O” Mdluli, was born in Soweto, Johannesburg. Influenced by hip-hop greats at a young age, he began to pursue a career in rap music. He soon formed the group “Teargas” which left behind a huge legacy in South African music with four classic albums. Having been launched into stardom, K.O began to collaborate individually with legendary artists AKA and L-Tido.
