Mami Wata: launch

Last year, The Friday Street Club came on board to launch a new, premium surf brand, Mami Wata, to South Africa and the world. With ambitious plans to become the first great surf brand from Africa, Mami Wata planned to take over the surf scene one wave at a time.

Mami Wata is different to anything else out there, with distinctive African inspired design and aspirational high quality functional products made in Africa. And so we needed to build a strong and credible voice around their core pillars: Africa, Surf, Design, Nature and Adventure.

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Fast forward a year, Mami Wata has seen phenomenal PR success, locally and globally; been stocked in stores around the world; racked up creative awards and opened its first stand-alone bricks and mortar store.

Our PR – it’s been off the charts. We have had very strong global and SA PR coverage.

- Nick Dutton, Mami Wata founder and CEO

Despite PR being the only marketing tool used, the product sold better than expected, with some lines selling out, and the brand is now stocked in 10+ stores locally, as well as in Paris and the States:

The brand was selected to be exhibited as an example of “Best in African design” at the Southern Guild and Pop Up South Africa Design shop in Le BVH in Paris. And the Brand film, ‘Woza” won global awards (Cannes, Patagonia Film Festival, Paris Surf and Skateboard Festival, Vimeo Best of the Month).

Since the launch of Mami Wata last year, The Friday Street Club have done an outstanding job. Putting together an impressive list of coverage both locally and internationally, they have exceeded our expectations and we are proud to be associated with the team.

- Nick Dutton, founder and CEO

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