‘Challenge convention’: Davido’s audacious message

Breaking boundaries and standing out are touchstones for Martell, and no one better embodies this Martell spirit like Nigerian singer-songwriter and record producer, Davido.

For Martell, a Standout Swift is someone who challenges convention and opens the way for others – and Davido certainly has that influence. His partnership with Martell aims to inspire others to be unapologetically themselves and create their own path for the benefit of others.

The African superstar demonstrates that one’s path to success does not have to be linear and encourages people to seek out the opportunities in their lives that will help them both soar beyond expectations and drive positive change. This comes through in a film produced for partnership that introduces Liya, a rising talent who Davido has been mentoring and supporting.

Speaking about his love for young Nigerians, Davido says, “I’m inspired by young people! Their style, their courage, their bravery! We are always doing new things, pushing the bounds and coming up top. I’m very excited that Martell and I are launching this campaign. It’s the perfect time!

Since inception of Martell has been pushing the boundaries of innovation as seen in Martell’s Blue Swift. In 1973, Martell was the first cognac house to ship its barrels to America and Martell Blue Swift is a celebration of the brand’s innovative and historic ties with the United States, made of V.S.O.P cognac manufactured in French oak casks and finished in Kentucky bourbon barrels.