I’m not a sports fan. Never have been. Yes long before I even suffered movement impairment. But I’ve always loved stories. From my infancy, I guess. So I’ve always loved reading stories of sports personalities. One of those that has impacted me immensely is that of Allison Felix – an American multiple Olympic-medal-grabbing athlete. I’m adopting one anecdote out of her colourful life as an analogy for brand Africa in contemporary times. Legend, in short, says she was told when negotiating the renewal of her contract with Nike in in February which she never got: “Know your place”. A few years later, she launched her own sneaker brand with a cheeky tagline: “I know my place”.
Felix’s journey is a powerful narrative of resilience and determination that resonates deeply with the African experience. Her story echoes Africa’s own journey of overcoming colonial legacies to forge a path of self-reliance and empowerment.
When Felix broke away from Nike in 2019 after the company sought to slash her fee by 70% due to her pregnancy, she symbolised Africa’s struggle against historical exploitation and marginalisation. Just as Felix asserted her self-worth and refused to be diminished, Africa too must stand firm against any forces that seek to undervalue its potential and contributions.
Despite facing difficulties in securing new sponsorships post-Nike, Felix turned adversity into opportunity by signing with Athleta and launching her own brand, Saysh. This mirrors Africa’s ability to transform challenges into avenues for growth and innovation. By leveraging its vast resources and entrepreneurial spirit, Africa can build thriving industries that serve its own people and interests, free from undue reliance on external entities.
Felix’s triumphant performance at the Tokyo Olympics, where she not only won medals but did so wearing her own brand, symbolises Africa’s potential to excel on its own terms. Her success underscores the power of self-determination and resilience. Africa, too, can achieve remarkable success by harnessing its unique strengths and fostering an environment that allows its people to thrive.
As President of Saysh, Felix is creating an ecosystem that prioritises fairness and respect for athletes, a vision that Africa shares for its own development. By building systems and institutions that emphasise equity, justice, and sustainability, Africa can ensure a future where its people are empowered and its nations are prosperous.
Felix’s story is a beacon of hope for Africa. It is a testament that, despite the challenges and setbacks, the continent has the resilience and capability to redefine its narrative. Africa, like Felix, must fight to reclaim its place with determination and unwavering resolve. Through unity, innovation, and perseverance, Africa can rise like a phoenix, showing the world that it knows its place — one of strength, dignity, and boundless potential. In the words of Allison Felix, “I know my place.”
Let me end, once again in three consecutive weeks, by reiterating the recent good news we received from the UK-based company, MEA Markets, of Brandhill Africa having being nominated for the “African Excellence Awards”. This for us means our humble efforts in rewriting the narrative on Africa by re-engineering its brand is acknowledged not only across the continent but globally too. This comes as a cherry on top of our previous acknowledgements such as the “Business Excellence Award 2022” from the World Confederation of Businesses; “Brand Leadership Award 2020” by the World Brand Congress; and my multiyear nomination as “The World CEO of the Year” by The World’s CEO Rankings Board two weeks ago; 2022 (ranked 16 globally and 2nd highest in Africa); and 2021.
Tujenge Afrika Pamoja! Let’s Build Africa Together.
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
Tel: +27 11 759 4297
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