Nelly is expanding his territory. The rapper has just inked a deal with a South African holding company, Mojalife, that will see his controversial "Pimpjuice" sports drink rolled out in Africa.
Peter Friedman, Mojalife's creative director, said in an interview on Wednesday May 9th, the company would be teaming up with three of Nelly's companies to distribute Vokal, Apple Bottom Jeans and the Pimp Juice brand.
"We have already pre-produced 1.5 million cans for South Africa and we are looking at producing between 1 and 1.5 million units locally every month," Peter Friedman revealed. "Another 3 million units will be going out into our international export market in Australia, Nigeria and New Zealand."
"Pimpjuice" is a non-carbonated sports drink which first launched in the United States in 2003 amid widespread complaints over the offensive connotations of the term "pimp," a colloquial reference to a person who finds customers for prostitutes.
In fact, according to Mojalife chairman Mathews Phosa, a prominent member of South Africa's ruling African National Congress (ANC), the term stands for "positive, intellectually motivated persons." "Pimpjuice" will be available in South African shops from May 18th and will pave the way for the launch of Nelly's Vokal and Applebottom clothing labels later in the year.