Russian Bear makes a bold return to culture in true next-level style at King of Kicks this past weekend.
Johannesburg, South Africa – Award-winning Russian Bear has officially stepped back into the heart of culture with an unmistakably next-level comeback. After a high-energy three-month campaign in partnership with YFM, the iconic vodka showcased the King of Kicks movement with an extraordinary finale that transformed LevelThree in Sandton into a sneaker haven.
More than an event, the night marked a historic cultural moment – a declaration and a reminder of Russian Bear’s long-standing influence in Mzansi’s street and hip-hop culture.
For 12 weeks, Russian Bear and YFM joined forces to ignite sneaker culture nationwide. The King of Kicks campaign called on sneakerheads across the country to vote, compete and show off their rarest heat. Participants entered the competition by purchasing a bottle of Russian Bear vodka in-store, battling on-air sneaker knowledge questions through YFM, and showcasing their personal sneaker identity and taste on socials.
Through weekly on-air battles, polls, eliminations and fan-driven hype, Russian Bear and YFM sifted through entries to spotlight true sneaker students – the ones who know that sneaker culture isn’t just about what’s on your feet, but who you are and what you represent. Narrowing down to three fearless finalists – one from in-store, one from YFM and one from socials – dubbed the boldest sneakerheads in Mzansi, each earning their place after weeks of competition, fan votes and cultural credibility.
This past Saturday, 22 November, the pressure reached its peak as the finalists and fellow sneaker lovers assembled at LevelThree for a night in Russian Bear’s throne room, where a single vault stood at the centre.
The finalists battled it out over two challenges to be crowned the ultimate King of Kicks and be given the code to unlock the vault.
After entering the winning code, the newly crowned King of Kicks, Siyabonga Zondo, unlocked a R300 000 sneaker vault stacked with some of the rarest and most coveted sneakers in the country. The vault, a museum-worthy archive creatively curated by premium sneaker, collectibles and apparel consignment store in Cape Town – Story – featured limited-edition drops, cultural artefacts, timeless icons and modern grails, including:
· Jordan 4 Retro “Bred” Reimagined
· Nike Air Force 1 Low Supreme
· Adidas Forum ’84 Low Bape 30th Anniversary
· Jordan 3 Retro OG SP A Ma Maniére “While You Were Sleeping”
· Adidas Yeezy 500
· Nike Air Max 180 Vortex by A.P.C. Records
· Jordan Travis Scott Jumpman Jack TR
· New Balance 990 v3
· Jordan 1 Retro Low OG SP Travis Scott
· Nike SB Dunk Low Futura Laboratories
· Nike Air Yeezy 1 ‘Blink’ – valued at R119,000
· Jordan 1 Retro High Off-White “Chicago” – valued at approximately R135,000
Culture being bigger than just one winner, Russian Bear also celebrated the two runners-up, who each walked away with a sneaker voucher, ensuring that every finalist is celebrated as royalty.
The finale unfolded as a full-scale cultural takeover. Mzansi’s tastemakers carried the energy through unforgettable sets, with DJ Doo-Wop raising the tempo, Kyotic adding his signature flair, and the legendary DJ Ready D ripping the decks in true OG fashion.
Russian Bear elevated the experience as guests moved through an immersive, street-style playground. A crew of B-Boys held it down with an explosive performance, basketball hoops invited friendly competition, and the dance floor brought next-level energy.
Ahead of the crowning, each finalist was treated to a full shopping spree, ensuring they stepped into the vault looking like true sneaker royals.
Speaking on Russian Bear’s return to culture and on King of Kicks, Siviwe Mgolodela, Senior Brand Manager: Russian Bear, had this to say, “Russian Bear continues to push culture forward by creating platforms that celebrate creativity, confidence and individuality. King of Kicks is our way of honouring South Africa’s sneaker community – a culture that defines next-level energy. Tonight we celebrated the passion, the style and the bold spirit that make sneakerheads true kings.”
Lizeanne Tessendorf, Head of Snell Portfolio and Innovation at Edward Snell & Co., added, “A big congratulations to Siyabonga Zondo, our King of Kicks, and to our remarkable finalists who brought their A-game every single week. A massive thank you to our partners, YFM and Story, for their passion and contribution. We cannot wait to take King of Kicks to even greater heights next year.”
Congratulations to Russian Bear’s newly crowned King of Kicks – whose love for sneakers and street culture is unmatched!
Be sure to look out for more exciting news and announcements from Russian Bear as it continues to elevate culture.
Visit the Russian Bear social media pages for more:
IG: @Russianbearsa | F: Russian Bear Vodka | X: @RussianbearSA
Not for persons under 18. Remember to always Enjoy Responsibly.
Johannesburg, South Africa – Award-winning Russian Bear has officially stepped back into the heart of culture with an unmistakably next-level comeback. After a high-energy three-month campaign in partnership with YFM, the iconic vodka showcased the King of Kicks movement with an extraordinary finale that transformed LevelThree in Sandton into a sneaker haven.