The countdown to crowning South Africa’s next King of Kicks has officially begun.
Last night, Russian Bear and YFM officially launched King of Kicks 2026, welcoming some of South Africa’s leading sneakerheads, creators and culture tastemakers to the launch event that offered the first glimpse inside this year’s legendary sneaker vault.
Now officially underway, Russian Bear revealed the first selection of sneakers that make up this year’s ultimate prize – a sneaker vault valued at R200, 000. The coveted collection will continue to grow over the coming weeks, with new additions unveiled throughout the campaign before one deserving sneakerhead unlocks the vault and is crowned King of Kicks 2026 at the anticipated finale in October.
More than just a competition, King of Kicks has become Russian Bear’s flagship culture platform, celebrating the intersection of sneaker culture, music, fashion and street culture while shining a spotlight on the communities and individuals who continue to push culture to the next level.
Speaking at the launch event, Siviwe Mgolodela, Senior Brand Manager for Russian Bear, said the campaign continues to celebrate the people driving sneaker culture forward. He added, “King of Kicks has grown into much more than a competition. It has become a platform that celebrates creativity, individuality and the communities shaping sneaker culture in South Africa. This launch marks the beginning of another incredible journey, and we’re excited to reveal more of the vault each week as we build towards crowning this year’s King of Kicks.”
The launch event gave invited guests a preview of the campaign while offering a first look at the vault that will continue to evolve over the coming months. As each week unfolds, additional iconic sneakers will be added to the collection, building anticipation ahead of the October finale, where one sneakerhead will walk away with one of the country’s most coveted sneaker vault.
The journey to the crown has officially begun.
Sneaker enthusiasts are encouraged to follow Russian Bear and YFM across their social media platforms to keep up with weekly sneaker reveals, competition updates and exclusive campaign content and giveaways as the vault continues to grow.
