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PURA Joins Soweto Freedom Ride to Mark 50th Youth Day

Tanika LaskeyFeatures, NewsLeave a Comment on PURA Joins Soweto Freedom Ride to Mark 50th Youth Day

As South Africa marked the 50th anniversary of the Soweto Uprising this Youth Day, PURA Beverage Co joined community members in Soweto for the Freedom Ride, a cycling event that brought together nearly 100 riders to commemorate the day.

Led by a convoy of PURA vans, cyclists travelled a 10-kilometre route through Soweto, passing landmarks including Vilakazi Street. Riders ranged from experienced cyclists to children taking part alongside family members, creating a vibrant atmosphere throughout the morning.

While the ride honoured the events of June 16, 1976, it was also a celebration of the role young people continue to play in their communities today.

For PURA Beverage Co, supporting the Freedom Ride was an opportunity to be part of a community event that reflects many of the values Youth Day represents: participation, resilience and bringing people together.

“Today was truly special as we joined the Freedom Ride in Soweto, commemorating 50 years since the Soweto Uprising,” said Jerry Matlejoane, Field Marketing Specialist at PURA Beverage Co.

“We had just under 100 cyclists parading through the streets, with children joining in as well. The atmosphere throughout the route was incredible and it was inspiring to see so many people come together to honour Youth Day in such a positive and meaningful way.”

Throughout the route, residents stopped to watch and support the riders as they moved through the streets of Soweto. Although organisers were unable to reach the Hector Pieterson Memorial due to the number of activities taking place in the area, the significance of the day remained front of mind for participants.

Fifty years after the Soweto Uprising, Youth Day continues to provide an opportunity for South Africans to reflect on the courage shown by the young people of 1976 and the impact their actions had on the country’s future.

For many of those taking part in the Freedom Ride, the day was about remembering that history while celebrating the energy and potential of today’s generation.

As the cyclists made their way through Soweto, one thing was evident: young people are still finding ways to come together, participate in their communities and play an active role in shaping the future of South Africa.

-ENDS-

Stockists
Available at Checkers, Spar, Pick n Pay, and Clicks | R14.99–R16.99 per can

About Evolve Brands Inc. t/a The Pura Beverage Company: The Pura Beverage Company was founded in 2017 and has scaled rapidly to become an audacious global beverage company. Pura Soda is on a mission to create a movement around modern refreshment, by offering better-for-you drinks that break the tension between taste and refreshment, to celebrate and invite consumers to live a little PURA.

Media Enquiries
Kerry du Toit for PURA Beverage Company
Email: [email protected] | Tel: 082 881 1843

Clean Choices, Real Impact

Roxanne MartinNewsLeave a Comment on Clean Choices, Real Impact

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.