Read the full extract of the article that appeared on Destiny Man below:
Whisky-maker Chivas Regal recently announced fashion designer Laduma Ngxokolo, football legend Lucas Radebe and designer and musician Nhlanhla Nciza as brand partners.
Radebe, Ngxokolo and Nciza might seem like an unlikely trio at first glance, but there is a common characteristic that makes them the perfect one – and that is their show of excellence in their respective fields.
“Through their careers, our brand partners have shown success, and everything in life is better when shared. They’ve shown South Africans that winning the right way means sharing worthwhile moments and success with others,” Chivas South Africa Marketing Manager Shelley Reeves said.
“Lucas proved this through his career by being the pride and joy of South African football, Nhlanhla, through her legendary music career with Mafikizolo, and Laduma, by continuing to uplift his culture and the people of South Africa through fashion innovation.”
As part of the campaign, the brand will be supporting each personality with championing their passion projects under the tagline “winning the right way”. These will be revealed at a later stage.
Radebe describes what winning the right way means to him and how he plans to share his success.
“I share success through interaction. Most of the guys see us from a distance, but if you interact and people can see what success can do, it impacts people in a different way,” Radebe said.
Nciza is looking forward to empowering someone by helping them realise their dream.
“Through the partnership with Chivas, I’m hoping to make someone’s dream a reality. It means actually getting back to someone and saying: ‘Hey, come through, there’s an opportunity for you’,” Nciza said.
Ngxokolo believes that character and fulfilment are key to success and hopes he can share this message with his project throughout the campaign.
“Winning the right way requires character. If someone is not following their passion, I don’t think that they reflect the ‘winning the right way’ ideology,” Ngxokolo said.
“We have 365 days in a year – if one lives at least the majority of those days feeling happy, then they are definitely winning the right way.”
Well done Laduma!