Kelawin

Kelawin - from French 'Que la win' and meaning 'Just winning'- is a global sports, entertainment and fashion company based in Paris, founded by artist, athlete, internet reference and creator Prime (Amine Mekri). Kelawin operates a portfolio of inspiring brands and formats, including fashion brand Narcissique, fitness and mindset brand Widid, motorsports brands, and entertainment formats across music, sports and adventures (e.g. 100 hours in the Amazon). Kelawin is also a key shareholder of leading esports brand Karmine Corp, co-founded by Prime and Kameto. Prime (@primetimefut) was born in Paris suburb La Courneuve, and after performing in American football at top level in France and in Canada, he became in 2016 one of the most famous FIFA streamers in France. Prime now trains to compete in Formula 3 following promising motorsports debuts in late 2022. Being also a gifted artist, Prime is a self-made music composer and rap singer since 2017 who has already been prized two gold awards, and sold out over 10 concerts in Europe, including L’Olympia. In 2020, Prime helped the leading French streamer Kameto rewrite the codes of the gaming sphere by co-founding with him Karmine Corp, an esports team known for its unique creative universe (lifestyle collections, digital storytelling, live events, etc.) that quickly turned into a European champion, with no external funding. Prime is also the prolific Creative Director of Narcissique, a fast-growing and highly artistic streetwear label, launched globally in March 2023. Narcissique has rapidly inspired a positive cultural movement across generations, centered around self-love and empowerment.