Remember when you were a toddler and got a brand-new pair of shoes? They were shiny, maybe even lit up when you walked. But in your excitement, you put them on the wrong feet. The shoes were still great, but something felt off. You wobbled a bit. The magic was there, but the walk? Not quite right.
Now, imagine you also tried to run uphill during nap time. Great shoes, wrong feet—and completely the wrong moment.
That’s what happens when brands have the right product but execute their ideas in the worst possible way. Whether it’s pairing with a mismatched influencer or launching a campaign with terrible timing, the result can be awkward, uncomfortable, and totally misaligned.
In 2025, the most successful brand collaborations aren’t the loudest—they’re the most aligned. South African brands are proving that thoughtful partnerships and cultural fluency aren’t optional—they’re essential to turning a campaign into a movement.
When the Shoes Don’t Fit: Pick n Pay’s Rick Ross Fumble
Earlier this year, Pick n Pay launched a campaign featuring American rapper Rick Ross, just as they announced the closure of 32 stores across the country. The timing? Questionable. The message? Complete failure.
To make it worse, they used one of Ross’s older tracks—proof that even the soundtrack felt past its sell-by date. And the big pitch? Promoting the Smart Shopper card. Rozay, promoting loyalty points? Let’s be real: he’s not exactly swiping for Mielie Meal in aisle 5.
As podcaster Penuel Mlotshwa put it: “Zero brand alignment. No need for an overseas person for a local brand, unless they are selling their products there like Jamie Oliver.”
It wasn’t the star power that failed—it was the total disconnect. Big name, small relevance. The shoes looked cool, but they were clearly on the wrong feet… and worn at the worst possible time.
The Power of Fit: South African Tourism’s “Come Find Your Joy”
In contrast, South African Tourism delivered a perfectly aligned campaign with “Come Find Your Joy.” Collaborating with local agency Avatar, the campaign featured proudly South African creatives—Zakes Bantwini, chef Wandile Mabaso, and music by the legendary Vusi Mahlasela.
The visual storytelling was rich and authentic. The message felt personal, timely, and joyful. The campaign not only promoted travel—it celebrated culture, creativity, and the emotional connection people have to South Africa.
This wasn’t just good marketing. It was a love letter to the country, delivered in a language the audience actually speaks.
From Perfect Fits to Power Partnerships
If the perfect brand collab were easy, we’d all be out here pairing slap chips with caviar and calling it strategy. But true alignment takes more than a flashy name—it’s about sustained connection.
Once you find the right fit—that sweet spot where your brand’s story meets your audience’s soul—the next step is nurturing it. That’s where good storytelling becomes great brand building. Alignment isn’t a one-off stunt—it’s a long-term strategy.
A Masterclass in Long-Term Alignment: Bonang Matheba x Steve Madden
A standout example of this is the growing collaboration between Bonang Matheba and international fashion brand Steve Madden. Now in its third year, the partnership is a masterclass in mutual growth and brand synergy.
Their latest “Essentials” collection, launched in 2025, embodies both Bonang’s bold persona and Steve Madden’s fashion-forward style. From fierce heels to versatile handbags, the collection hits the sweet spot between international edge and local aspiration.
As Bonang said, “Think confidence, think unapologetically stylish, think SM X Bonang.[sic]” The campaign works not just because Bonang is influential, but because her story, her brand, and her audience deeply align with Steve Madden’s values. This isn’t just a seasonal play—it’s the result of years of mutual growth, strategic storytelling, and cultural sensitivity. Its international appeal is grounded in local aspiration.
Resonance Over Reach: What Today’s Brands Are Getting Right
In a world overflowing with influencers and noise, reach is easy to buy. But resonance? That’s earned.
The smartest brands in South Africa are shifting their focus from clout to connection. They’re not asking, “Who’s the biggest name we can afford?” but “Who genuinely fits our story—and will still fit five years from now?”
They’re learning that real impact comes from cultural relevance, emotional timing, and authentic partnerships. Not every campaign needs to shout—sometimes, the quietest messages echo the longest.
Right Shoes. Right Foot. Right Time.
So the next time you’re tempted to chase hype over harmony, think back to toddler-you, stumbling in shiny new shoes worn on the wrong feet.
It wasn’t the shoes. It was the fit.
In 2025, brands have the tools, talent, and audiences to do something meaningful. But without alignment—in voice, vision, and timing—even the flashiest campaign can flop. The ones that win? They make sense. They connect. And they walk with confidence—because everything fits just right.
