In today’s digital age, social media has become a powerful tool for brands to connect with their target audience. One of the most effective ways for a brand to reach a wider audience is through celebrity endorsements. When a celebrity promotes a brand on social media or wears the brand’s products to events, it can have a significant impact on the brand’s visibility and sales. However, celebrities need to understand that promoting a brand is not just about getting paid for it; it’s about fulfilling contractual obligations and consistency.

Take the case of popular artist Makhadzi’s sneakers, Kokovha. The manufacturing company Kicks Founders had signed a contract with Makhadzi and her stable Open Mic, according to which Makhadzi was required to wear the sneakers on her social media and at various events. However, Makhadzi allegedly breached the contract by refusing to promote the sneakers. As a result, the company was left with no choice but to sue both Makhadzi and the recording label.

This incident highlights the importance of fulfilling contractual obligations when it comes to celebrity endorsements.

 

 

 

If a celebrity fails to promote a brand as per the agreement, the manufacturing brand may suffer a significant loss in terms of sales and brand visibility. This could lead to financial losses and tarnish the brand’s reputation.

They need to be mindful of their actions and ensure that they are fulfilling their contractual obligations.

In the case of Makhadzi’s sneakers, Khokhova, the manufacturing company had to take the drastic step of reducing the price of the sneakers to recoup some of their losses. The sneakers, which initially cost around R900, are now being sold at R499. This is a significant loss for the company, and it could have been avoided if Makhadzi had fulfilled her contractual obligations.