30 Jul 2019

Botswana’s sportswear brand, All Kasi, has clinched the 24^th spot in the most popular African brands, thereby engraving its name in African and international markets.

Brand Africa, in conjunction with Africa Business Magazine, ranked the 25 most admired African brands in 2017/2018, and All Kasi got position 24. It was the only sportswear brand and the only brand from Botswana.

All Kasi managing director, Mr Ludo Kemoeng said the ranking was a validation of the good work they were doing as a company and a brand.  He added that there was no better compliment than recognition from objective professionals they had never met.

“This supports our thinking that there is exciting, growing potential for export into Africa, however, it will not result in a rushed direct entry into outside markets. All Kasi will continue to focus on growing its share of the local clothing market which is still 95 per cent foreign controlled,” said Mr Kemoeng. Although he said the company was toying with the idea of entering the South African market, he noted that its African and international strategy was to wait for external prospects to reach out to them.

 The brand, which will be celebrating 19 years of existence on August 3, also plans to launch a foundation which will take over all of the company’s community and charity work. Mr Kemoeng said community and charity work had always been a big part of the youthful company, which had seen them collaborate and partner with many different organisations across the country.

He said the foundation would consolidate their scattered efforts and limited resources under one umbrella in a bid to make more impact.

The All Kasi managing director said in addition to the monetary donations that the company would make, the foundation would also engage potential local partners and international donors to assist with attaining its objectives and aspirations.

“The foundation’s first project is to establish and resource a youth centre for out-of-school youth aged 16 and above in Peleng, Lobatse, where the All Kasi brand has been based for the past 15 years,” he disclosed. He said the envisaged centre would be a digitally-enabled resource facility offering mentorship, capacity building and economic empowerment programmes to out-of-school youth.

He said the primary objective was to increase their self-esteem, street value and overall marketability while keeping them engaged and away from undesirable behaviour.

 The plan is to have the centre officially opened and handed over to the community on August 5 2020 during the brand’s 20^th anniversary celebrations.

In addition, Mr Kemoeng said the company had decided to bring back All Kasi fun day this year to honour the overwhelming demand from Lobatse residents and supporters countrywide.

The event has been moved from the traditional New Year’s Day to the first weekend of August to coincide with the birth of the brand back in 2000.

The first All Kasi fun day was in January 2007 and the last in January 2012 when the brand decided to rest the concept and engage in sports-related activation instead. Ends