As I sit back, reflecting on the rise and fall of the Drip sneaker brand here in South Africa, I can't help but feel a tinge of disappointment. You see, the journey of building a lifestyle brand isn't one that happens overnight, as I remarked in a recent LinkedIn post. I watched as these guys attempted the impossible, trying to weave themselves into the fabric of our sneaker culture, which is undeniably entwined with our fascination with celebrity. From the outset, it was clear they faced an uphill battle. South Africans, myself included, have always had a soft spot for American sneakers. It's as if they carry a certain allure, a status symbol we eagerly embrace. So when I witnessed Drip sneakers plastered across billboards in Johannesburg yet failed to spot a single pair adorning someone's feet, I couldn't shake the nagging feeling that something wasn't adding up. My scepticism wasn't unfounded, as echoed by Mxolisi, a fellow observer on LinkedIn . The deci