Siyamthanda ‘Siya’ Kolisi is probably one of the most admired sportsmen of our time. Siya had a tough upbringing in Zwide. His mother passed away when he was 15 years old and was raised by his grandmother. His story is not unique in South Africa however it serves as an inspiration to many young people who are growing up in similar conditions. He made history as the first black captain of the Springboks and his profile was elevated when he led the Springboks to victory in the 2019 Rugby World Cup and recently the 2023 Rugby World Cup.
His leadership and charisma have earned him great admiration from South Africans from all walks of life. He is the first Rugby player to sign to Roc Nation, which is owned by rapper and business mogul – Jay-Z. Roc Nation is in charge of brand endorsement deals and partnerships for Siya. Since the signing, Siya has partnered with numerous brands across various categories. He has been featured on Billboards, Television Commercials, and graced magazine covers.
Here’s a look into some of the brand deals that Siya has had since 2019.
1. Adidas x Siya
As part of his partnership with Adidas, Siya promoted the brand’s sports gear, including rugby boots and apparel. Adidas and Siya worked together to inspire the next generation of athletes.
“I have played in Adidas all of my life,” said Kolisi. “I now want to share this incredible moment with all of you. The Adidas x Siya Kolisi collaboration is the creation of a remarkable boot. The design is inspired by my journey. However, it goes beyond just representing me – it symbolizes hope for children from the same background as mine. It serves as a reminder that regardless of the challenges we face, ‘Impossible is Nothing’.”
2. Bos Iced Tea x Kolisi
BOS, the much-loved South African rooibos brand best known for its colorful cans of Iced Tea, partnered with Siya Kolisi, his wife Rachel Kolisi, and the Kolisi Foundation, launching Siya Kolisi’s Limited Edition BOS can celebrate all things wonderful about our country. For each Limited Edition sold, BOS is donating 5% of the turnover to the Kolisi Foundation. The can’s design reflected Siya’s vibrant personality and his love for South Africa, making it a hit among fans.
Will Battersby, CEO of BOS Iced Tea said, “To partner with the Kolisi family and its foundation is a privilege, as they are uniquely South African, just like our rooibos tea. Siya has impacted the nation as a sporting icon and inspirational person, and they are both making a significant difference in our vulnerable communities through their foundation. With France being our biggest international market and the Kolisi family moving there this year, we felt it fitting for BOS to shout to the rooftops about what we as a country have to offer, introducing Siya Kolisi’s Limited Edition design in Europe and in South Africa, sharing rooibos with the world while making a difference in the communities at home.”
3. Dove x Siya
In 2023, Siya worked with Dove, a brand famous for its skincare products. Dove and Siya shared a common goal of promoting self-confidence and positive self-image, especially among young people.
The message was intended to be, whether on the rugby field or playing with the kids at home, your skin takes a beating. The commercial was originally intended to air across several countries during the Six Nations tournament in 2023.
4. FNB x Siya
In 2020, Siya was named the brand ambassador for FNB. He was chosen because of his incredible journey, and he inspires many South Africans. FNB saw ain Siya as the perfect symbol of resilience and success, these are values of the bank and what they continue to promote.
According to FNB, Kolisi has made strides in supporting sports development and community upliftment throughout South Africa. His contribution to social cohesion and upliftment is synonymous with FNB’s brand promise of ‘#Realhelp’, illustrated through the bank’s innovative solutions and programs, says FNB. “Kolisi is a selfless global icon. He is a true embodiment of nation-building, and unity and demonstrates the true value of help, trust, leadership, and togetherness,” says Faye Mfikwe, FNB’s chief marketing officer.
5. Freedom of Movement x Siya
This partnership started with Siya’s love for the Freedom of Movement before he became this popular. He used to wear the shoes and not demand payment. Today, Siya has a collection with Freedom of Movement which the portion of the revenue from the sales was allocated to constructing a rugby field in Zwide, a disadvantaged community in the Eastern Cape where Kolisi was raised. FOM subsequently expanded the Kolisi line to include bags and apparel. By this point, the company had begun paying Kolisi a royalty for each sale in the Kolisi range. Boezaart notes that while the royalty percentage was small, it started to add up to quite a significant amount.
The partnership eventually culminated in Kolisi acquiring an equity stake of about 4% in the business.
6. KFC x Siya
KFC partnered with Siya through the Kolisi Foundation, a charity organization that Siya and his wife Rachel started. They worked together to fight hunger in South Africa, making a real impact on the communities in need.
“I find it deeply moving when Siya speaks about his early years in Zwide,” says Grant Macpherson, KFC Africa Chief Marketing Officer. “The work that he and Rachel do through their foundation is a perfect fit with Add Hope as we move through a cold and dark winter.”
7. MTN x Siya
In 2020, MTN, one of Africa’s largest telecommunications companies, also made Siya their brand ambassador. MTN believed that Siya’s leadership and determination were qualities that resonated with their customers across the continent.
“Siya is a wonderful role model for young South Africans, so we wanted to do something meaningful and impactful to announce this brand ambassadorship, which is why we partnered with ChildLine,” said Nomsa Mazibuko, General Manager for Brand and Communication at MTN South Africa. “Our Rugby World Cup captain embodies our MTN values of integrity, leadership, and innovation and we look forward to collaborating with Siya and his foundation, to enhance and grow the positive influence he has in our country.”
8. Mr Price x Siya
Siya teamed up with Mr Price, a popular South African retailer. This partnership was all about making fashion accessible and affordable, while also promoting Siya’s story of success.
9. Lenovo x Siya
In 2022, Siya partnered with Lenovo, a leading technology company. Together, they aimed to drive digital change in South Africa, helping more people gain access to technology and the internet, especially in underserved communities.
Lenovo General Manager, Yugen Naidoo describes the partnership as an “important milestone” for the brand. “It’s the first partnership of its kind in Africa, and we truly believe Siya is the perfect candidate to help us deliver hope and change amongst the Southern African community,” adds Naidoo.
10. Oakely x Siya
In 2020, Kolisi signed a global partnership with Oakley, a famous brand known for its sports eyewear, and Freedom of Movement, a South African brand that makes stylish leather goods and accessories. This partnership allowed Siya to connect with both sports enthusiasts and fashion-forward individuals.
11. Redbull x Siya
Early this year, Red Bull, launched a limited-edition can featuring Siya. This special can celebrate Siya’s achievements and give fans a unique way to connect with their rugby hero.
“I am truly humbled to be honored for the second time by my Red Bull family in this way. This can is a celebration of the contributions that South Africans have made in my life, helping me become the person I am today and contributing to many achievements.”
“In Mzansi we know that dance is the language of celebration and I’m excited to be able to share a dance experience with my supporters as part of this launch. Since we are renowned for setting dance trends, we can’t wait to see what new challenges will be introduced.”
12. South African Tourism
In 2023, Siya became a global brand advocate for South African Tourism (SAT). In this role, he helped promote South Africa as a top travel destination, showcasing the beauty and culture of the country to the world.
“Siya is the perfect person to partner with South African Tourism in our marketing and promotional efforts as we seek to attract more travelers to come to visit our country. He is an exceptional South African whose story and journey inspire people from various parts of the globe. He is a true South African icon,” says the acting chief executive officer at South African Tourism, Nomasonto Ndlovu.
Impact Beyond Branding
Kolisi was named in New African magazine’s list of 100 Most Influential Africans. With this title, it can be seen why All these brands chose to partner with Kolisi as he has a huge influence. Siya Kolisi has worked with these brands not just to promote products, but to make a positive impact in the lives of many people. Each partnership reflects a part of Siya’s journey, from his humble beginnings to becoming a global icon. His story shows that with hard work, determination, and a bit of help from the right partners, anyone can achieve greatness.
Read more: Siya Kolisi | Rugby World Cup | KFC| One Spark |Pat on Brands
