Stains Are No Match for Resilience: OMO Teams Up with Caster Semenya and South African Rugby in the New ‘Stay Unbeatable’ Movement
On Thursday, 10 April 2025, Extreme Sports Action (ESA) was invited to an unconventional sports event hosted by OMO at the scenic Inanda Polo Club in Sandton. At first, we were hesitant—this wasn’t our usual extreme sports territory. But curiosity won out, and it turns out, resilience, grit, and perseverance are just as core to action sports as they are to rugby or athletics. And OMO gets that.
OMO officially enters the sports world with a game-changing partnership, aligning with two South African icons—Olympic gold medalist Caster Semenya and the South African Rugby team. Together, they’re launching the #StayUnbeatable movement, a celebration of those who push through the mud, the sweat, and the struggle to come out stronger on the other side.
OMO’s Game Day event was anything but a press conference. Hosted by award-winning broadcaster Thato Moeng, it brought together sports stars, influencers, and media for a day of energetic, stain-filled challenges. Springboks Pieter-Steph du Toit, Willie le Roux, Manie Libbok, and Elrigh Louw teamed up with guests in muddy, action-packed fun. And leading the charge was none other than Caster Semenya, who has embodied resilience throughout her career and life.
OMO’s “Stay Unbeatable” campaign kicked off with a powerful TV commercial starring Semenya, reinforcing the brand’s philosophy to “Play On.” It’s a rallying cry to every South African: life will get messy—but that’s where growth happens.
“I know what it means to push through obstacles, to fight for what you believe in, and to never back down. That’s why I’m proud to stand with OMO in inspiring the next generation to stay unbeatable,”.
said Semenya
“Rugby is more than a game. It’s a test of resilience, endurance, and unity—the attributes OMO stands for. This partnership opens new doors for rugby to reach the heart of the South African household.”
South African Rugby CEO Rian Oberholzer echoed this sentiment:
But the movement doesn’t stop with elite athletes. OMO’s Stay Unbeatable initiative will shine a light on everyday heroes: parents, township runners, school rugby teams—ordinary people who keep playing on, no matter what life throws at them.
“Champions aren’t made in clean jerseys. They’re made in sweat, in struggle, and in the stains of their game. We’ll wash away the stains—but the story of resilience stays.”
said Mphothe Elizabeth Mokwena, Unilever’s Homecare Marketing Lead for Southern Africa
What does this mean for extreme sports?
As ESA, we saw the potential. If OMO is serious about championing resilience and embracing every kind of stain, then there’s a place for action sports in this movement. After all, BMX, skateboarding, parkour—these are sports born from the streets, where every scrape and spill is part of the journey.
OMO’s debut in the sporting world is just the beginning. With more collaborations in the pipeline, South Africans can expect the brand to dig even deeper into sport, community, and storytelling.
So, here’s to the stains that shape us, the grit that drives us, and the movement that says—no matter the mess, stay unbeatable.
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