Fearless Energy Drink Ignites the Spirit of Bold Self-Expression at Felabration 2025

Fearless Energy Drink Ignites the Spirit of Bold Self-Expression at Felabration 2025

Olaniyi Aderuku, Brand Manager, Fearless Energy Drink of Rite Foods Limited, and team, presenting a cheque to the winner of the Fearless Rap Battle at the 2025 Felabration themed “Shakara, No Fear,” powered by Fearless Energy Drink.

Rite Foods Limited, Nigeria’s leading food and beverage company, through its flagship brand Fearless Energy Drink, electrified this year’s Felabration as the exclusive energy drink sponsor of the iconic week-long festival honoring Afrobeat legend Fela Anikulapo Kuti.

With the bold campaign theme “Shakara, No Fear,” Fearless turned up the energy all week, delivering an exhilarating blend of music, creativity, and self-expression that captivated music lovers and fun seekers alike.

From dance battles to freestyle rap contests, the Fearless activation zone pulsed with excitement, offering young talents a platform to showcase their confidence and originality. Winners of the Fearless Rap Challenge and Dance Battle walked away with cash prizes and exclusive merchandise, a fitting reward for those who embodied the brand’s fearless spirit.

Guests were immersed in a range of interactive brand experiences that brought the “Shakara” vibe to life. A nostalgic photo booth featuring a classic 1980 Beetle and vintage TV frame set the scene for expressive, playful snapshots, while colorful face-painting sessions added to the festival’s creative energy.

Speaking on the campaign, Boma Harrison, Head of Marketing at Rite Foods Limited, said, “When Nigerians say ‘Shakara’, it’s about confidence, self-expression, and standing tall, values that Fela embodied and that define the Fearless brand. Through the ‘Shakara, No Fear’ campaign, we’re inspiring everyone to live boldly, embrace creativity, and own their energy without fear.”

Harrison added that Fearless’ partnership with Felabration underscores the brand’s recognition of Fela’s enduring influence as an audacious icon of courage, truth, and freedom, who used music to challenge boundaries and inspire unity.

Drawing inspiration from Fela’s timeless hit “Shakara”, a celebration of individuality and authenticity, the campaign connects this cultural legacy to today’s youth, reinforcing Fearless Energy Drink’s commitment to championing courage, creativity, and self-belief.

Through its vibrant presence at Felabration 2025, Rite Foods Limited reaffirmed its position as a youth-driven, culturally rooted company that connects with Nigerians through music, lifestyle, and shared values. Fearless Energy Drink continues to inspire people to live boldly, express freely, and seize every moment with no fear.