Retail

12/17/2018 4:26:06 PM

Last year
The Friday Street Club came on board to launch a new
premium surf brand
Mami Wata
to South Africa and the world. With ambitious plans to become the first great surf brand from Africa
Mami Wata planned to take over the surf scene one wave at a time. Mami Wata is different to anything else out there
with distinctive African inspired design and aspirational high quality functional products made in Africa. And so we needed to build a strong and credible voice around their core pillars: Africa
Surf
Design
Nature and Adventure. Fast forward a year
Mami Wata has seen phenomenal PR success
locally and globally; been stocked in stores around the world; racked up creative awards and opened its first stand-alone bricks and mortar store. "Our PR – it’s been off the charts. We have had very strong global and SA PR coverage." - Nick Dutton
Mami Wata founder and CEO Despite PR being the only marketing tool used
the product sold better than expected
with some lines selling out
and the brand is now stocked in 10+ stores locally
as well as in Paris and the States: The brand was selected to be exhibited as an example of “Best in African design” at the Southern Guild and Pop Up South Africa Design shop in Le BVH in Paris. And the Brand film
‘Woza” won global awards (Cannes
Patagonia Film Festival
Paris Surf and Skateboard Festival
Vimeo Best of the Month). "Since the launch of Mami Wata last year
The Friday Street Club have done an outstanding job. Putting together an impressive list of coverage both locally and internationally
they have exceeded our expectations and we are proud to be associated with the team." - Nick Dutton
founder and CEO