Cross Chooses Faith Over Lucrative Brand Deals

The intersection of celebrity and spirituality has always been a complex terrain in the Nigerian entertainment industry, but for Big Brother Naija star Cross Okonkwo, the line in the sand has been drawn. The 34-year-old reality television personality recently sparked a conversation about the cost of conviction after revealing that his unapologetic Christian faith cost him a significant professional opportunity. In an industry where “brand neutrality” is often the safest bet for securing endorsements, Cross’s refusal to tone down his religious identity marks a departure from the typical influencer playbook.

Taking to his social media platforms, Cross detailed a recent encounter where a potential business partner withdrew a “juicy” offer specifically because of his vocal stance on his belief in Jesus Christ. While he shielded the specific identity of the company involved, his message was clear: his spiritual journey is not a marketing strategy that can be toggled on and off to satisfy corporate sensibilities. This revelation provides a rare look into the behind-the-scenes pressures faced by celebrities who are often expected to sanitize their public personas to remain “marketable” to a diverse audience.

The reality star, who first captured public attention during the seventh season of Big Brother Naija, acknowledged the disconnect between how the public perceives him and the person he has become. He noted that many still view him through the lens of his time in the Big Brother house—a high-energy, free-spirited character. However, Cross insists that while the face and the image remain the same, his internal compass has undergone a radical transformation. He described a shift in “spirit and soul” that now dictates his professional choices and personal conduct.

One of the most striking aspects of his statement was his defiance against the pursuit of wealth at any cost. In a society where the pressure to maintain a lifestyle of luxury is immense for former reality stars, Cross made a bold pledge to avoid any unethical or “evil” paths to financial gain. He stated emphatically that even if he were to become the “brokest human being on earth,” he would not compromise his values for money. This stance challenges the prevailing narrative that fame must be fueled by a continuous stream of high-ticket deals, regardless of the brand’s alignment with the individual’s core beliefs.

Cross also addressed the common habit of fans and critics comparing former housemates to one another. He expressed a desire to be excluded from such competitive narratives, noting that every individual from the franchise has a unique worldview and a different path to follow. By wishing his former colleagues well while asserting his own distinct identity, he attempted to break away from the “Big Brother sibling” trope that often defines the post-show careers of participants. He is choosing to be defined by his faith rather than his reality TV pedigree.

The loss of the contract seems to have sparked a renewed sense of ambition rather than regret. In a moment of bold confidence, he suggested that the very companies rejecting him today because of his faith might one day be within his reach to acquire. This “David vs. Goliath” sentiment suggests that he views his current financial setbacks not as failures, but as temporary hurdles on a path to a more substantial, divinely-guided success. It is a sentiment that resonates with his followers who have watched his public transition into a more spiritually focused content creator.

Since leaving the show, Cross has consistently shared his Christian journey with his millions of followers, a move that has clearly become a polarizing factor for corporate sponsors. Some brands view religious boldness as a risk to their inclusivity metrics, while others may see it as an alienating factor for secular consumers. However, for Cross, the “secret to all things” lies with his Creator, and he appears comfortable with the idea that fame is a tool that he will use on his own terms or not at all.

This development serves as a modern case study on the “morality clause” in influencer marketing, but from the perspective of the influencer. Usually, brands drop celebrities for immoral behavior; here, a celebrity claims to have been dropped for moral and religious conviction. As Cross continues to navigate the entertainment world, his experience raises a poignant question for his peers: what is the true price of staying relevant in a world that demands a piece of your soul in exchange for a seat at the table? For Cross, the answer is a resolute refusal to sell.