Global surf brand Mami Wata is telling the stories of surfers and surf breaks from Africa. Africa's got some of the world's best waves, yet there aren't any brands telling that story, with most global surf brands focusing on American, Asian or Australian breaks and content.
The founders of Mami Wata believe that Africa is the new frontier, not just of surf exploration, fostering many indigenous surfing cultures and this is a great story to tell.
A new video called 'Woza' tells the tale of an African surfer who has been taken as a lover by the African water spirit Mami Wata. It features a 22-year-old Transkei surfer from South Africa, Avuyile Ndamase. "Woza" means "come" in the Zulu South African language.
African Surf Campaigns
Surf Brand Mami Wata Tells Stories from the African Continent
Trend Themes
1. Exploring African Surf Culture - The rise of global surf brand Mami Wata highlights the untapped potential of African surf culture, paving the way for brands to explore this emerging market.
2. Diversifying Global Surf Brands - The lack of representation of African surf breaks and content in global surf brands presents an opportunity for brands to diversify their offerings and tap into a new market.
3. Storytelling Through Surfing - The success of Mami Wata's storytelling approach demonstrates the potential for brands to use surfing as a means to tell unique cultural narratives.
Industry Implications
1. Surfwear Retail - The growing interest in African surf culture creates an opportunity for surfwear retailers to expand their product lines to include African-inspired designs and styles.
2. Travel and Tourism - The promotion of African surf destinations through surf campaigns like Mami Wata presents an opportunity for the travel and tourism industry to attract more surf enthusiasts to the continent.
3. Media and Entertainment - The demand for diverse and culturally rich content, as showcased by Mami Wata's storytelling video 'Woza,' opens up opportunities for media and entertainment companies to collaborate with surf brands in producing authentic stories and experiences.