How PURA Soda is Supporting the Next Generation of South African Cyclists
In the early mornings at Faure Stadium in Paarl, a group of determined young cyclists take to
the track – training, learning, and building a future on two wheels. At the heart of their journey
is the DSV SHIFT Academy, a grassroots development programme that’s helping rewrite the
story of youth sport in South Africa.
Founded in 2021 by Olympic cyclist Malcolm Lange, the Academy offers free, structured
training to over 30 riders aged 12–18 from previously disadvantaged communities. Many are
already competing at national level, but for Lange, it’s not just about performance. It’s about
creating long-term opportunity and using sport as a tool for growth, discipline, and self-belief.
This year, support for the Academy is being bolstered by a partnership with PURA Soda,
whose involvement reflects a broader shift towards conscious corporate support in youth
sport.
At a time when growing minds and bodies are exposed to highly processed, sugar-heavy
drinks, there’s growing awareness around the role of clean-label refreshment – particularly
for young athletes. Products made without artificial colourants, additives or preservatives offer
a better alternative for those pursuing active, health-focused lifestyles.
It’s this shift, away from excess and towards balance, that aligns with what programmes like
DSV SHIFT are trying to instil in their athletes: smart decisions, strong values, and a focus on
the long game.
“When brands like PURA support local, grassroots programmes, they’re not just ticking a
CSI box,” says Lange. “They’re helping to build a future generation of healthy and
confident citizens who are equipped to lead beyond the sporting world.”
While PURA Soda’s presence at the Academy may seem small, it’s part of a bigger movement, one that prioritises the needs of developing athletes and reinforces the importance of
everyday choices, both on and off the bike.
As conversations around youth sport, health, and corporate accountability continue to evolve, partnerships like this offer a compelling case for what real impact can look like, where the product isn’t the story, but a small, meaningful part of it.
Stockists
Available at major retailers including Checkers, Spar, Pick n Pay and Clicks, with prices
ranging from R14.99 to R16.99 per can.
