When you break down the trades behind the curative jack that is Kim Jayde you will find a multi-award-winning TV presenter and fashion content creator, model, MC and creative entrepreneur, but behind the multifaceted curator is Kimberley Robinson, a Zimbabwean-born young lady who makes the best of adversity. From going against the grain of family scepticism in venturing into modelling and entrepreneurship to spawning a wealthy career in entertainment and business, having been announced as the new head of marketing for Sneaker District South Africa she has proven to her environment and herself that with the right network, research, and opportunity alignment, you are capable of running Jozi, New York or any acclaimed creative hub you place your finger on.
You can imagine then, my excitement to get in touch with her and get to know the method to her meticulousness and what a pleasure it was to pick up how entrenched she is in the history of hip-hop. Moziak walked a mile in her Air Force Ones and spoke about her love for sneakers, her new appointment, how she developed her business model, her ambassadorship with Africa Cares Tennis Challenge and more.
Moziak: How old were you when you got your love at first Pair moment and you got your first set of sneakers? Is that feeling what influenced you to be part of sneaker culture?
Kim: I actually got into the game quite late in life, to be honest. I was raised being told, “Girls wear pretty sandals, heels and pumps – and boys wear sneakers”. Only as an adult when I started working at MTV did I discover a whole new form of self-expression through the sneaker community. The first crazy pair I was gifted was the Puma x Fenty satin bow sneaker, but the first pair I bought for myself were the high-top Air Force ones. All white, crisp, – a classic!
Moziak: From movies such as the “Step Up” and “Stomp Da Yard” series, to records such as “My Adidas” there is a defining relationship between hip-hop and sneaker culture. What is your relationship with Rap Music And Dance?
Kim: First of all, before my dad was a lawyer, he was a DJ. Looking back at pics of him when he was younger he had mad retro Adidas drip, the fro, an old metallic blue BMW and sneakers that I wish he still had today! I think that’s probably how I was introduced to that organic synergy between music, fashion and sneakers. I heavily leaned into it when I was a host on MTV and my job was to travel around the world attending festivals, interviewing artists and seeing how people used kicks to stand out amongst the crowd. I learnt that it’s more than just footwear – there’s a global community of people just like me!
Moziak: There’s nothing more elusive than the creative-business balance in the entertainment space. How did you develop the strategy behind KJProductions from education to your business model? How has your degree in Marketing served your portfolio?
Kim: I never studied business, and I do not have a degree in marketing. I studied social work and psychology because of my love for working with people. I think it helps me in my career today. I registered KJ Productions in 2019 because I wanted to turn this “influencer platform” into a legitimate business. I knew I had an eye for content, and a network of amazing photographers, videographers and editors. I feel like it was meant to be because when Covid hit a few months later – it was the golden era for content creation and consumption! I worked with brands nonstop! Business-wise it was an epic year for me!
Moziak: Congratulations on your appointment as head of marketing for Sneaker district South Africa. What is your vision for the future of sneaker culture in South Africa?
Kim: Thank you so much, I’m so grateful that the international team at Sneaker District believed I was both deserving and capable of doing the job.
I really do just want to help create a space for young creatives, entrepreneurs, sneakerheads, and fans of the culture to be able to meet, network, chill, host meetings, and cop crazy kicks and apparel!
Moziak: I’m sure you’ve heard the catfishing and Instagram reseller horror stories, maybe even been a victim of it. How does Sneaker District Plan to foster a reliable, authentic and safe online shopping experience?
Kim: In South Africa, we will be working hand in hand with the brands – no fakes here! Ha ha ha! I’ve had meetings with most of the sneaker brands in SA, I’ve seen the product coming for 2023 and it’s SO SO EXCITING!!
This is not an online store – it’s a destination store in Melrose Arch so customers will be able to look, touch and feel the kicks – which also helps ensure what you’re buying is legit.
Moziak: From the iconic story of Michael Jordan building a brand that makes him 3 million an hour, to artists like AKA doing once-in-a-lifetime sneaker designs, would you consider sneaker designing and investing in your own sports line in the future?
Kim: I think it’s every sneakerhead’s dream to have a collaboration with their favourite brand, I also believe in timing – if it’s meant to be it will be.
Moziak: From an award-winning media personality to a DSTV Content Creator Award winner and now a South African Social Media Award Nominee you have your foot in both spectrums of media history, what is your opinion on where award culture is headed? Do you believe online media will replace traditional media?
Kim: I genuinely believe there is space for both to co-exist. I don’t want to imagine a world without a vogue magazine, GQ, or glamour! Social media platforms complement the traditional forms of media in an incredible way. There’s room for both.
Moziak: You were recently announced the new Africa Cares Tennis Challenge which aims to make an impact in the continued fight against our appalling domestic violence and sexual abuse statistics. Could you tell us a little bit more about the initiative and what systems it has in place to implement a safety culture for women in the diaspora?
Kim: When the Africa Cares two-day tennis tournament was being conceptualised, there was a realisation that sports are one of the most accessible mediums to connect with a global audience. We will be partnering with UNICEF South Africa and youth-based organisation MOT, using their donation proceeds to not only continue to raise awareness but to do practical things such as refurbish dilapidated centres for women to seek refuge from violent situations, I felt the need to get involved.
Moziak: Pardon my scepticism, I have often admired the good intentions of initiatives such as the Africa Cares Tennis Challenge and 16 Days of Activism, however, on a legislative, structural and social reform level they have not quite served the needs of women who feel a sense of danger anywhere they go. At what point do we go beyond raising awareness and directing our impact towards effective change on a practical level? Do you believe this cause will serve your safety needs where initiatives like 16 Days of Activism and other campaigns have fallen short?
Kim: I agree we do need more legislative systems, sensitivity training and GBV case prioritisation. We need policing and a socialisation process where all children but more specifically the boy child can understand the damage being raised in abusive households has bought them. I have the utmost faith that Africa Cares will implement a systematic and holistic approach that will make a difference in a very real way – and I hope they will receive the support they deserve! Buy the tickets, enjoy this star-studded event – and give back to your community at the same time!
Moziak: I’m big on vision boards and being a time capsule for one to write a letter to their future self, let’s set up that bucket list. What does the future look like for Kim Jayde, what do you wish to achieve in the next 5 years?
Kim: I love this and fully agree on having a clear vision for yourself! Jason Goliath said, “imagine your life as a car with GPS, you can’t tell it where to go if you don’t know where you are right now!”
So right now, I’m establishing myself in the corporate world of retail, in the multi-billion-dollar industry that is sneakers! I fully embrace my new role as a genuine fan of the culture and of the community and I want to represent them and do the brands justice in this new concept store. I plan on continuing to travel because it opens up the mind to new concepts, ideas and people.
Ultimately, I want to be the woman that did exactly what she set out to do – and went from model to tv host to the corporate business world because it CAN BE DONE! There are no limits to what can be accomplished by our generation of creative entrepreneurs. My career thus far is proof of just that – and I feel like I’m only just getting started.
Connect With Kim Jayde.
Facebook: @KimJaydeBlog
Twitter: @KimJaydeBlog
Instagram: @KimJayde
Hyperlink: https://kimjayde.lnk.to/KimJayde
