Theo Baloyi, a South African entrepreneur, did not set out to build a sneaker brand simply to sell shoes. He set out to prove that African ideas, when backed by persistence and discipline, can compete on a global stage.
His journey is now one of the most referenced success stories in African entrepreneurship, but it began far from boardrooms and awards. It started with rejection, repeated, exhausting rejection.
Baloyi was turned away by 13 shoe factories before one finally agreed to work with him. At each stage, he was warned that the footwear market was too crowded, too competitive, and too unforgiving for a newcomer with an unconventional idea. Instead of walking away, he kept going.
Today, he is the founder and Group Chief Executive of Bathu Group, one of Africa’s fastest-growing footwear brands, and a symbol of what locally built African businesses can achieve.
Theo Baloyi was born in 1989 in Phake, a small village near Hammanskraal in South Africa. Raised in a modest household, his early life reflected the reality of many young South Africans: limited resources, strong community ties, and a clear understanding that nothing would come easily.
After completing school at Mabothe Senior Secondary, he enrolled for a BCom in Accounting at the University of South Africa (Unisa). He later moved to Alexandra, one of Johannesburg’s most densely populated townships, to live with his uncle while studying.
It was there that his entrepreneurial instincts began to take shape. To earn extra income, Baloyi sold perfumes door to door. The work was demanding, but it introduced him to the fundamentals of business — persuasion, rejection, and resilience.
Baloyi’s academic discipline paid off when he joined PwC South Africa’s graduate programme. He later secured a permanent role and was eventually transferred to PwC Middle East in Dubai.
The move offered financial stability and international exposure. But Baloyi did not see corporate success as an end point. Instead of spending freely, he saved aggressively. His long-term goal remained clear: return home and build a business that created jobs and told an African story.
That decision would shape the rest of his career.
Theo Baloyi Building Bathu, an African sneaker brand
The idea behind Bathu came from a simple observation. Every sneaker brand Baloyi admired came from outside the continent. None reflected African identity, culture, or ownership.
In 2015, he registered Bathu, a township slang word meaning “shoe”. He spent more than a year researching materials, designs, and manufacturing processes. His vision was specific: a lightweight sneaker made entirely from mesh, something factories told him could not be done.
Thirteen manufacturers rejected the concept.
Instead of abandoning the idea, Baloyi chose a direct approach. He travelled to meet a manufacturer face to face, explaining the concept and his belief in the brand. Eventually, one agreed to take the risk.
In 2016, Bathu’s Mesh Edition sneaker was launched.
Bathu’s success has since gone beyond footwear. The company has expanded its retail footprint across South Africa and created hundreds of jobs. Baloyi’s leadership has earned him recognition on Forbes’ 30 Under 30, GQ’s Business Leader of the Year, and inclusion on Africa’s most admired brands lists.
But Baloyi has consistently said the story is not about sneakers, It is about resilience, purpose, and ownership.
In a recent LinkedIn post, he warned young entrepreneurs not to allow what he described as “demons” to derail them: self-doubt, fear, judgment, and exhaustion. His message was simple; purpose must be bigger than fear.
Theo Baloyi’s story resonates because it reflects a broader African reality. Talent exists across the continent, but access, belief, and persistence often determine who succeeds.
At a time when African economies are under pressure and youth unemployment remains high, locally built businesses like Bathu offer a different narrative, one rooted in ownership, value creation, and long-term impact.
For many young Africans watching from the sidelines, Baloyi’s journey offers a clear reminder: rejection is not the end of the road. Sometimes, it is the proof that you are on the right one.
