Rebecca Manzi Bathu Shoes are a symbol of South African cultural identity: in a world dominated by international brands Theo Baloyi has managed to create a brand capable of competing with Nike and Adidas
@theo_baloyi/Instagram @bathu_sa/Instagram
Theo Baloyi, a South African entrepreneur from Hammanskraal, is the founder and CEO of Bathu Shoes, a sneaker brand that is rapidly gaining popularity across the African market. After working as a Senior Associate at PwC in Dubai, Baloyi decided to pursue his entrepreneurial passion in 2015 by launching Bathu. His goal was to create a shoe brand that tells an authentic African story.
He noticed that the African sneaker market was dominated by international brands like Nike and Adidas, with few local brands able to compete. This observation inspired Baloyi to design a sneaker that not only looked fashionable but also embodied the essence of African culture.
Starting with the production of just 100 pairs, which he sold among friends and family, Bathu quickly gained traction. In 2016, Bathu’s website saw overwhelming traffic on its launch day, indicating growing interest in the brand. By 2017, Bathu had secured its first corporate partnership with an incubator in Johannesburg, leading to the production of 1,000 pairs of the Mesh Edition sneakers. Leveraging a marketing strategy focused on social media and influencer marketing, Bathu’s sales surged, reaching 15,000 pairs per month.
“Bathu” means “shoes” in South African dialect
The development of Bathu sneakers involved 18 months of rigorous research and development, during which Baloyi worked tirelessly to create a high-quality product. Bathu shoes are known for their distinctive mesh fabric design and thick white soles. This combination ensures comfort and durability while aesthetically honoring African craftsmanship.
Bathu’s mission extends beyond commerce; it is also cultural. Baloyi envisioned Bathu as a symbol of pride for Africans. The name “Bathu,” meaning “shoes” in a South African township dialect, was chosen for its ability to unite people from diverse cultures under a single African identity. Bathu has become a symbol of belonging and cultural identity, a brand with which Africans can resonate.
Another key goal for Baloyi was to create sustainable job opportunities. Bathu has since opened numerous physical stores across the nation and strengthened its online infrastructure during the pandemic.
Recognitions and achievements
Theo Baloyi’s work has earned him numerous accolades, including being listed on Forbes 30 Under 30 in 2019 and receiving the GQ Business Leader of the Year award in 2021. These honors reflect the success of his business model and the positive impact Bathu is having on local communities.
