Xolani's Ultra
Soweto to the Bear 100
A social campaign and short documentary following Xolani Radebe — Soweto-born, self-made athlete — through his first 100-mile ultramarathon. This is a story about finishing something most people would never start.
Xolani Radebe grew up in Soweto and came to running the way a lot of people do — not as a gifted athlete, but as someone who decided to become one. Over years of quiet, methodical work he finished half marathons, full marathons, and multi-discipline endurance events. This year he drew a lottery entry into one of the hardest 100-mile races in the American West. He's a graphic designer, a DJ, a father, and the kind of person you root for instinctively.
The content is about Xolani. Your support's part of how he reaches the finish line.
- —Logo card in the finished documentary
- —Prominent, consistent gear visibility throughout training content and the finished documentary
- —Frequent collaborative posts at training milestones, race week, and the finish — co-published across Xolani's, Josh's, and your channels
- —Named in the finished documentary
- –Gear visible in training content and the finished documentary
- –Collaborative posts at key moments — race week, finish line, and milestones — co-published across all channels
- –Named in the finished documentary
Running shoes, apparel, nutrition, recovery gear, and equipment sponsors are welcome at any cash tier or as in-kind only. Gear that performs in training gets seen in the content. That's the deal.
Xolani has been building toward this for years — methodically, without fanfare. He's finished half and full marathons and multi-discipline endurance events. The Bear 100 is his first ultramarathon and his biggest challenge yet.
This is a social campaign built around a real training journey — steady content from now through race day, culminating in a 10-minute documentary about the race itself. Xolani's Instagram will grow alongside his training, building an audience that follows the journey in real time.
Branding is handled the way it works best in documentary — visible in the work, never on top of it. No logo cards, no forced mentions. Gear that travels 100 miles with someone speaks for itself.