According to Martell, founded over 300 years ago, the move recognises the experiences of those who chose to stand out. Martell adds that it honours a spirit rooted in legacy while continually breaking conventions.
“From the pulsating rhythm of Fela Kuti’s Afrobeat to Davido’s global rise with Afrobeats, some of the most iconic movements in history were born from audacity, resilience, and a refusal to blend in,” a statement reads.
The campaign also invites the public to stop waiting for permission to stand out. “Whether you’re…
