Ayashisa Amateki is a South African documentary series which aims to educate and entertain viewers about the multi-million-dollar sneaker culture in South Africa, showcasing opportunities on how to make it in the sneaker industry and at the same time covering events where this culture is celebrated.
The series is an aspirational visual compilation of events in the entire value chain of the sneaker culture, presented to both local and international viewers within a South African perspective. It aims to help understand the holistic picture of the culture.
The show creators swear you'll never look at sneakers in the same way again.
Ayashisa Amateki travels from the townships and suburbs of Johannesburg, Cape Town, Durban and Pretoria, getting in touch with people on the sneaker culture's value chain. This includes lifestyle sneaker collectors, amaPantsula, skaters, major distributors (such as Shesha, Cross Trainer and Sportscene) and independent boutiques (such as Dope store, Shelf Life, Creative Shop SA, Munk Concept Store), brand executives from Nike, Adidas, Superga, Puma, Converse, Reebok designers, customizers and the department of Arts and Culture.
The documentary series is the first of its kind in Africa and presents a country in conversation with itself about a topic never explored before.
The series was written, hosted and executive produced by Prince Menzi Mthethwa and is produced in association with Imagine Creative.