African Bank has officially announced musician, athlete, and philanthropist Kabelo ‘Bouga Luv’ Mabalane as the brand ambassador for the African Bank Soweto Marathon 2025 (ABSM 2025).
The announcement was made during an energetic internal launch event at the bank’s headquarters in Midrand on October 29, where hundreds of staff members gathered to celebrate the reveal of the ambassador for the race.
This year’s marathon is particularly momentous, marking 30 years of the Soweto Marathon and 50 years of African Bank. These are two proudly South African institutions, founded in Soweto, that share a deep connection to endurance, purpose, and community upliftment.
Sbusiso Kumalo, chief marketing officer at African Bank, said, “We’re excited to have Kabelo join the team this year. His being Soweto-born and bred makes him a natural fit for ABSM 2025.”
“His running journey, which is well documented in his book, I Ran For My Life, speaks to the same audacious spirit the founders of African Bank possessed when a bank for the people, by the people, seemed impossible. Our founders believed that persistence could overcome any limitation. Kabelo embodies that same belief.”
Mabalane described his role in the ABSM partnership as both humbling and inspiring. “When two iconic South African brands like African Bank and the Soweto Marathon celebrate milestones together, it’s more than just numbers; it’s a story of endurance and purpose,” he said.
“The Soweto Marathon represents the heartbeat of our people, and African Bank has been that heartbeat in the financial space for 50 years. This partnership reminds us that with the right support, you can go the distance.”
The much-anticipated 2025 runners’ T-shirt was also unveiled at the launch event. The shirt is a symbol of tenacity, drive, and ambition, qualities that unite all runners who take on The People’s Race. Each registered participant will receive the shirt as part of their race pack.
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Soweto Marathon spokesperson Jabu Mbuli said, “We are thrilled to have Kabelo ‘Bouga Luv’ Mabalane join our ABSM 2025 edition and equally as pleased to unleash the superb race shirt on our valued community.”
Registered runners can collect their race packs and T-shirts at the Soweto Marathon Expo, taking place at Nasrec from November 26-28. There will be no shirt collection on race day, and shirts are not for sale; they are exclusive to official participants of the 2025 African Bank Soweto Marathon.
Kumalo concluded that the race T-shirt was not just fabric, but it was pride, identity, and the badge of honour one wears before and after the run. “It says, ‘I belong. I’m part of something bigger. Ziyakhala ke manje.”
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