By Saul Molobi
“Chop your own firewood and it will warm you twice…” – an AfrICAN Proverb
abOVEnormal – a holistic sport and fitness brand established by television personality and inclusive leadership advocate, Masingita Masunga – will celebrate Africa Day by launching a clothing label product line, “Azishe”, on 25 May 2023 at the Freedom Park in Pretoria from 10h00 to 15h00. The event will be marked with a fashion show, rendition of a few songs by Sipho “Hotstix” Mabuse, and traditional sporting codes such as the Venda stick fighting. The clothing label is a collaboration between the company and legendary musician who is renowned for his 1980s iconic song, “Burn out”. “Mabuse will be igniting the abOVEnormal fire to burnout all his love to and for Africa by launching this sports, fitness and performance brand, “Azishe” – which means “burning up” in isiZulu.
“We’re privileged to team up with Hotstix as Azishe will gear us up as Africa’s emerging premier black-owned brand to reach great new heights. We have chosen to launch it during Africa Day as we truly believe in what Juliet Marillier has asserted: ‘Every man or woman who makes a stand helps keep the flame of freedom burning’. Azishe is all about pushing yourself to the limit and burning up the competition, both on and off the field,” says Masunga.
“We wanted to create a range of products that would inspire people to push themselves to new heights, just like Sipho Hotstix Mabuse,” says Masingita. “Azishe is all about taking your performance to the next level, and we believe that our products will help people do just that.
“We are positioning ourselves as a fitness and high-performance fashion brand hitting the market in South Africa, and we’re set to take the country by storm. The brand is our latest offering to fashion and fitness enthusiasts who are passionate about empowering people in achieving their best.”
Hotstix positions the brand within the context of dialectical interdependence between jazz – the music genre he first delved into with legends such as Kippie Moeketsi and Pat Matshikiza before he became a musical alchemist that transitioned into multiple genres – and fashion. “Jazz and fashion have a longstanding relationship, with each influencing and inspiring the other,” he asserts matter-of-factly. “Jazz music emerged in the early 20th century, accompanied by a distinct sense of style and fashion. The Jazz Age, particularly the 1920s, brought about a revolution in both music and fashion.
“Jazz music’s energetic rhythms and improvisational nature reflected the spirit of liberation and experimentation, which also found expression in the fashion of the time. Jazz musicians themselves became fashion icons.” Indeed, many will remember his iconic image donning a beret – in the mould of Jonas Gwangwa and Che Guevara.
Masingita chipped in to unpack the brand more: “The brand, which focuses on athletic wear that is both functional and fashionable, is designed to help athletes and fitness enthusiasts perform at their best, no matter what their level of fitness. The apparel is made from high-quality materials that are designed to wick away sweat and keep the wearer cool and comfortable, even during the most intense workouts.”
The ever-energetic muso whose excellent physique, agility and versatility defy his age is a true embodiment of the brand: “We wanted to create a brand that would inspire people to push themselves to new heights, both in their fitness and in their everyday lives. We believe that everyone has the potential to be above normal, and our brand is designed to help people achieve that. It is inspired by the latest trends in high-performance athletic wear and is designed to be both functional and stylish. The apparel is available in a range of sizes and colours, to cater to a wide range of tastes and preferences.”
“We believe that athletic wear doesn’t have to be boring or basic,” says Masingita. “We’ve designed our apparel to be both functional and stylish, so that people can feel confident and motivated when they’re working out. The range includes a variety of apparel, from leggings and shorts to tank tops and sports bras. The apparel is designed to be versatile and can be worn for a variety of activities, from running and yoga to weightlifting and CrossFit.
“We believe that people should be able to wear our Azishe apparel for any activity, and still feel comfortable and supported,” says Masingita. “That’s why we’ve designed our apparel to be versatile and functional, so that people can get the most out of their workouts.”
The brand will be available online and in select fitness stores across South Africa, and the founders are confident that it will be a success.
“We’re excited to launch abOVEnormal and to help people achieve their best,” says Masingita. “We believe that our brand has the potential to inspire people to push themselves to new heights, both in their fitness and in their everyday lives.”
The brand’s commitment to sustainability is also a key part of its mission. All of the apparel is made from sustainable materials, and the company is committed to reducing its carbon footprint through environmentally-friendly production methods.
This is one of the pulling factors for Mabuse: “We believe that it’s important to take care of our planet, and that’s why we’re committed to using sustainable materials and production methods. We want to make a positive impact on the world, and we believe that sustainability is a big part of that. With its focus on high-quality materials, functional design, and sustainability, Azishe is poised to become a major player in the South African fitness market.
“We believe that it is important to take care of the planet and reduce our impact on the environment,” says Masingita. “By using eco-friendly materials, we can help make a difference and inspire others to do the same.”
The eco-friendly materials used in abOVEnormal and Azishe products include recycled polyester, organic cotton, and bamboo. These materials are not only sustainable but also durable and high-quality, ensuring that the products last longer and perform better.
“We wanted to create products that are not only good for the environment but also good for our customers,” says Masingita. “By using these materials, we can create products that are both sustainable and high-performing.
“We’re excited to meet our customers and hear their feedback on our products,” says Masingita. “We believe that the launch events will be a great way to introduce people to our brand and show them what we’re all about.”
Overall, the launch of abOVEnormal and Azishe is poised to be a major event in the South African fitness community. With its focus on performance, style, and sustainability, the brand is sure to become a favourite among athletes and fitness enthusiasts across the country.
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For more information, contact Nxalati Hlongwani on (072) 516-2675…