STAINS ARE NO MATCH FOR RESILIENCE: OMO TEAMS UP WITH CASTER SEMENYA AND SOUTH AFRICAN RUGBY IN THE NEW ‘STAY UNBEATABLE’ MOVEMENT

Johannesburg, April 2025 – OMO has officially entered the world of sport with a game-changing new movement, aligning with SA Olympian Caster Semenya and South African Rugby (SA Rugby) to champion resilience, perseverance, and the belief that every challenge—every “stain”— is an opportunity to grow from.

The partnership was unveiled at OMO’s Game Day at Inanda Club in Sandton, in an action-packed event that saw sports stars, media, and influencers get down and dirty in a series of fun yet challenging sporting activities. Award-winning broadcaster Thato Moeng brought the energy as Game Day host, rounding up powerhouse Springboks: Pieter-Steph du Toit, Willie le Roux, Manie Libbok and Elrigh Louw. Alongside them was Olympic running titan Caster Semenya, setting the perfect scene to launch OMO’s ‘Stay Unbeatable’ movement.

OMO’s bold move into sport is part of the Stay Unbeatable movement, recently launched with a powerful TV commercial featuring Caster Semenya, an athlete who embodies resilience like no other. The campaign brings to life OMO’s philosophy of “Play On” by sharing that true growth comes from pushing forward, no matter how messy life can get. 

“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 Caster Semenya, sharing her personal connection to the campaign.

Few athletes personify resilience like Caster Semenya, a two-time Olympic gold medalist who has refused to be defined by anyone but herself. Now, as part of OMO’s movement, she stands alongside the South African Rugby, a symbol of national pride and perseverance, proving that some stains don’t hold you back – they push you forward.

Rian Oberholzer, the CEO of SA Rugby, welcomed the partnership, highlighting its significance for South African sport: “Rugby is more than a game. It’s a test of resilience, endurance, and unity, the attributes with which OMO is associated.

“This is a new relationship for us in a category we have not partnered with before and one that ensures we take rugby into the heart of the South African household. We look forward to exploring this new relationship in a new dimension for rugby over the coming years,” added Oberholzer.

Alongside Caster and SA Rugby, the OMO #StayUnbeatable movement will also spotlight everyday South Africans who refuse to give up — from parents who know that every stain has a story of perseverance, to township runners and school rugby players who’ve overcome odds.

“Champions aren’t made in clean jerseys. They’re made in sweat, in struggle, and in the stains of their game,” says Mphothe Elizabeth Mokwena, Unilever’s Homecare Marketing Lead – Southern Africa. “The game only moves forward if you do. So, you have to keep going. You have to play on no matter how tough the game gets. Because we’ll wash off the sweat, struggle and stains, but the victory? That stays.” OMO’s foray into the sporting world is just the beginning. With future collaborations in the pipeline, the brand is set to deepen its involvement in sports, continuing to champion resilience and perseverance across multiple disciplines.