When Bonang Matheba tweeted,
she wasn’t just imagining outfits, she was envisioning an ecosystem.
Her post was a reminder that South African fashion doesn’t need to sit on the sidelines. It can — and should — be part of the national conversation: on the field, on the runway, and in the culture.
The Vision: Fashion as National Identity
In many countries, sports teams and fashion houses collaborate to tell a story of national pride and creative excellence. Think of England’s Umbro x Palace collaborations, France’s Jordan x PSG, or Italy’s Armani-designed suits for the national team. These partnerships blur the line between sport and style, turning kits into cultural symbols.
Bonang’s tweet reimagines this for South Africa. Where Rich Mnisi’s bold modernism, Thebe Magugu’s intellectual design language, and Mmuso Maxwell’s refined tailoring could merge with the spirit of Bafana Bafana. It’s not far-fetched; it’s overdue.
The Threads Are Changing: Adidas to Weave SAFA’s Next Chapter
As Le Coq Sportif prepares to bow out at the end of 2025, the future of South Africa’s national team kits is once again up for design.
The South African Football Association (SAFA) has confirmed that its five-year partnership with the French brand will conclude in December 2025, and while nothing has been officially announced, reports suggest that Adidas is in advanced talks to return as kit sponsor from 2026.
If true, it would mark a powerful full-circle moment.
Adidas is a brand that is deeply woven into South Africa’s football heritage, could once again become part of the national story and this time at a moment when the intersection between sport, identity, and fashion has never mattered more.
But beyond the headlines, this transition opens a much bigger question:
Who gets to design the face of national pride?
Because a jersey is never just fabric, it’s identity. It’s history, stitched in motion. And with global brands circling back into South Africa’s creative space, this is the moment for local designers to claim their seat at the table.
Imagine if Adidas doesn’t just sponsor, but collaborates.
If Rich Mnisi’s prints, Mmuso Maxwell’s tailoring, or Thebe Magugu’s storytelling informed the next generation of kits.
If the textures of isidwaba, Xhosa beadwork, or shweshwe were reinterpreted through high-performance design.
If the stripes on a Bafana jersey didn’t just represent a brand, but also reflected the creative pulse of a nation.
This potential partnership could be more than a commercial agreement; it could be a cultural reset.
A chance to weave South Africa’s heritage into a global stage and to prove that national pride can be worn, not just spoken.
For now, the details remain unconfirmed. But one thing is certain:
Whether or not Adidas returns, South Africa’s designers have a golden opportunity to ensure that the next chapter of our sporting story looks, and feels, distinctly ours.
The Proof: How Collaboration Has Worked Before
We’ve seen glimpses of this power before:
- Rich Mnisi x Adidas – A global partnership that proved African design can lead the conversation in sportswear innovation, not follow it.
(Image taken from Rich Mnisi website)
- Thebe Magugu x Dior and Adidas – Thebe’s work elevated African fashioninto global luxury, while staying rooted in storytelling and cultural commentary.
- Imprint ZA x KFC – Examples of how local brands can merge fashion and lifestyle for mass appeal.
(Image taken from @imprint_za and @mzukisimbane Instagram post)
These moments show that collaboration doesn’t just drive sales, it builds national identity, economic opportunity, and global relevance.
The Opportunity: What SAFA and Big Institutions Can Gain
Imagine Bafana Bafana stepping off the plane in Mmuso Maxwell suits. The same elegance that once dressed Michelle Obama, now representing South Africa on the global stage.
Imagine Rich Mnisi x Adidas kits that become collector’s items, worn by fans from Sandton to Soweto.
Imagine Thebe Magugu styling the team’s press conference looks, merging intellectual storytelling with athletic pride.
Partnerships like these go beyond aesthetics. They:
- Boost local industry by creating manufacturing, design, and marketing jobs.
- Strengthen national branding by positioning South Africa as a creative powerhouse.
- Inspire youth by showing that design, sport, and culture are connected career paths.
The Blueprint: How to Make It Happen
To move from dream to strategy:
- SAFA and other federations should develop a Creative Partnerships Program that pairs local designers with their teams for apparel, campaigns, and lifestyle merchandise.
- Designers should pitch capsule collaborations, from pre-match travel suits to limited-edition fanwear.
- Corporate sponsors (Adidas, Nike, McDonald’s, etc.) should integrate local creative direction into their campaigns.
- Media and influencers should amplify these partnerships, ensuring visibility extends beyond match day.
The Cultural Impact
When a national team wears local design, it becomes a statement: We see ourselves. We celebrate ourselves.
Bonang’s vision isn’t just about fashion, it’s about legacy. It’s about seeing South Africa’s creative excellence reflected in every arena, from stadiums to international red carpets.
It’s time we make that vision real.