SIDE STEP NEW ERA X BLXCKIE

Side Step is proud to announce South African hip-hop superstar Blxckie as the face of the Side Step New Era campaign - a bold celebration of music, fashion, streetwear and the culture that connects them.

More than a campaign, New Era represents a new chapter for a generation that is redefining style, creativity and self-expression. Blxckie stands at the forefront of that movement, making him the perfect partner to bring this vision to life.

Over the coming weeks, fans can expect an immersive campaign experience featuring nationwide billboard takeovers, exclusive events, digital content, in-store activations and unique opportunities to engage with one of South Africa’s most influential artists.

Through the New Era campaign, Blxckie will share insights into his journey, his relationship with fashion, and the role streetwear has played in his evolution as an artist and cultural figure.

Lyric Love Challenge

As part of the campaign, fans are invited to participate in the Lyric Love Challenge. To enter, simply share your favourite Blxckie lyric as a quote, video or creative post and use the hashtag: #SideStepxBlxckieNewEra.

Few lucky winners will receive exclusive invitation to attend our Invite-Only Side Step x Blxckie Event taking place at Clearwater Mall on 15 July.

The challenge celebrates the powerful connection between music, fashion and the culture that inspires both.

Campaign Rollout

The Side Step New Era campaign will come to life through a series of exciting activations across the country:

  • 15 premium digital billboards across Gauteng, Pretoria, KwaZulu-Natal, Western Cape and Eastern Cape
  • Exclusive in-store recording session with Blxckie at Mall of the South on 29 June
  • Meet and Greet experience at Rosebank Mall on 10 July
  • Invite-Only Side Step x Blxckie Event at Clearwater Mall on 15 July
  • Exclusive fan giveaways and media experiences
  • Original content celebrating South African streetwear, music and sneaker culture

Join the Movement

This is more than a campaign. It’s a celebration of South African youth culture and the creators shaping its future.

Follow #SideStepxBlxckieNewEra for campaign updates, exclusive content, giveaways and behind-the-scenes moments.

And if you’re travelling across South Africa, keep an eye on the skyline - you might just spot Blxckie lighting up one of the country’s biggest digital billboards.

Welcome to the New Era.