Elite Cars, Boxing, Energy Drinks, and His Own Security Forces. What Lies Behind Adam Kadyrov’s Personal Brand

Elite cars, boxing, energy drinks, and his own security forces. What lies behind Adam Kadyrov’s personal brand

The 18-year-old son of the head of Chechnya has more than a million Instagram followers. His accounts and his own “media” project called “Team K13” are increasingly becoming an advertising platform: captions under the videos include links to the K13 energy drink and the Elite Car 13 car-rental service. In a video collaboration between the two brands, a rented Tesla Cybertruck that has stalled starts running after the driver drinks Adam’s energy drink.

Verstka looked into who is behind the projects under Adam Kadyrov’s personal brand:

🤩 Car rentals from Rolls-Royce to Tank in Grozny — a company with a rich history of government contracts; among its co-owners is a 23-year-old relative of the Kadyrov family.

👍 The promotional company Dustum Boxing, run by a manager popular in boxing circles who has a police background. Boxers themselves have complained about fights held under this brand.

🤩 The personal security unit “Dustum K-13,” based at the Akhmat SOBR center of the National Guard. Its fighters, driving tinted SUVs, stop motorists in Chechnya and force them to remove their window tinting. In addition, they appear in videos set to epic music and train to shoot down drones.

Read more about the business projects of 18-year-old Adam Kadyrov in Verstka’s article on the website (with a VPN):

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Elite cars, boxing, energy drinks: how a new business empire is being built under Adam Kadyrov’s brand

The son of the head of Chechnya has even acquired his own security unit