Fearless Energy Drink Fuels Bold Self-Expression at Felabration 2025

Fearless Energy Drink Fuels Bold Self-Expression at Felabration 2025

Rite Foods Limited, Nigeria’s leading food and beverage company, through its flagship brand Fearless Energy Drink, set the stage ablaze at Felabration 2025 as the exclusive energy drink sponsor of the iconic festival celebrating the life and legacy of Afrobeat pioneer Fela Anikulapo Kuti.

With its daring campaign theme, “Shakara, No Fear,” Fearless Energy Drink delivered an electrifying experience that blended music, creativity, and fearless self-expression, capturing the vibrant spirit of the week-long celebration.

Throughout the festival, the Fearless Activation Zone became a hub of excitement, hosting dance battles, freestyle rap contests, and interactive experiences that showcased youthful talent and confidence. Winners of the Fearless Rap Challenge and Dance Battle received cash prizes and exclusive brand merchandise — a tribute to those who embodied the fearless energy that defines the brand.

Festival-goers also enjoyed a range of immersive brand experiences, including a retro-inspired photo booth featuring a vintage 1980 Beetle and classic TV frame, as well as colorful face-painting sessions that reflected the expressive “Shakara” vibe.

Speaking on the campaign, Boma Harrison, Head of Marketing at Rite Foods Limited, said the collaboration was a celebration of individuality and creativity inspired by Fela’s legacy.

“When Nigerians say ‘Shakara,’ it’s about confidence, self-expression, and standing tall — values that Fela embodied and that define the Fearless brand. Through our ‘Shakara, No Fear’ campaign, we’re encouraging everyone to live boldly, embrace creativity, and own their energy without fear,” Harrison stated.

She added that Fearless’ partnership with Felabration recognizes Fela as an enduring symbol of courage, truth, and freedom — qualities the brand shares and promotes among today’s youth.

Drawing inspiration from Fela’s timeless hit “Shakara,” the campaign connects the Afrobeat legend’s message of authenticity with modern youth culture, reinforcing Fearless Energy Drink’s commitment to championing courage, creativity, and self-belief.

Through its powerful presence at Felabration 2025, Rite Foods Limited once again demonstrated its deep cultural connection with Nigerian youth — energizing the festival with color, rhythm, and confidence. Fearless Energy Drink continues to inspire Nigerians to live boldly, express freely, and seize every moment — with no fear.