Our story began with three individuals that ran for a better future. Elias, Atwell and Lorence were three labourers, working in the construction industry in Worcester, for mere R500 a month. They worked on the construction of the new police station in town. The only way to get to work was through the means of taxi’s, which cost them most of their salary.
Running wasn't only their form of transportation but a way of strengthening their bodies and minds. Without proper running attire and a hunger to find a better job to improve their living circumstances. They connected with a local business owner who saw the potential in them and helped them with proper running attire and transported them to races to compete.
The special relationship between these individuals was the start of a 24-year journey...
11 years later trough the vision and relationships built by the four individuals, the first Ama Tekkie kiddies range was launched. They focused on being simplistic, comfortable and stylish to match the trends at the time.
In 2010 we adopted a business model in which we sold the Ama Tekkies as well as other branded footwear from our first mobile shop in the township. This was our first initiative to create a business venture for entrepreneurs within townships.
We saw promise in the idea of a “mobile shop” and expanded our vision by upgrading the bicycle shops to a more versatile vehicle, tuk tuk’s. We focused on job creation within the townships in Cape Town. Exploring new contact points such as online ordering and delivery as part of the businesses model.
A new exciting range of Ama Tekkies for Mens, Ladies and Kids launched. It featured a unique and vibrant design and sparked the interest of South African consumers as well as international. The new range of Ama Tekkies is now available online and selected stores across South Africa. The reactions by the South African market towards this truly local brand was overwhelming and inspired us to grow and expand both locally and internationally.