The brief was simple yet ambitious: create a key visual and content that would land a collaboration unlike any other. Puma’s RS-X had evolved far beyond its roots as a running shoe — it had become a pop culture icon, a canvas for self-expression, and a tribute to South African legends.
Nando’s, with its flame-grilled chicken and sharp, witty voice in multiple languages, had already captured the hearts of Gen Z — a generation rewriting the rules of style, music, art, and social media. The reintroduction of the RS-X sneaker offered the perfect opportunity to merge these worlds, creating a campaign that spoke directly to the spirit of modern South Africa.
At KANAKA, authenticity is non-negotiable. Our challenge was to bring both brands’ unique identities together in a way that felt true to the culture. The result was Aya Shisa Ama RS-Xtra Hot!! — a playful, bold campaign inspired by the bubble gum music era.
We used AI to prototype the collaboration before bringing it to life, giving the classic sneakers a fresh twist with a fish-eye lens aesthetic. We then reimagined street culture influencers as Nandocas — from hosts and cashiers to grillers and coordinators — creating vibrant, tongue-in-cheek visuals across video and photography.
What emerged was more than a sneaker launch. It was a cultural mash-up, blending sneaker culture with foodie culture, served up with a generous helping of South African humour and, of course, an Xtra Hot Peri-Peri kick.
