LCKN Joins Jamal Hill the Swim Up Hill Foundation and the Soweto Swim School for Aquatic Inclusion in Africa.
Independent sports and culture brand supports the One Million Swimmers initiative, bringing together a shared commitment to athletic excellence, aquatic inclusion, and the power of sport to create opportunity.
SOWETO, SOUTH AFRICA | SEPTEMBER 22, 2026
The launch of One Million Swimmers in Soweto marks another chapter in that mission. Together with Soweto Swim School, the initiative seeks to expand aquatic education and water safety across underserved communities, and townships.
For Soweto Swim School founders Tumi and Moses Masekela, the collaboration builds upon years of work making swimming education more accessible within their community. Their school has helped create opportunities for children and adults to develop confidence in the water, while advancing a broader commitment to aquatic inclusion.
Events held at Nike Shapa, Soweto Swim School and the Mandela House Museum aimed to activate athletes, community leaders, sporting organizations, and advocates around drowning prevention.
UNITED BY COMMITMENT
LCKN is proud to collaborate with Jamal Hill of the Swim Up Hill Foundation, Tumi Masekela of Soweto Swim School and Local Action Marketing in support of the One Million Swimmers activation in South Africa, alongside Viva LA.
For the activation, LCKN developed custom apparel that brought the campaign's visual identity to life through specially designed hoodies. Created for athletes, organizers, and participating stakeholders, the garments provided a shared expression of the initiative and its commitment to aquatic inclusion while celebrating the power of sport between Los Angeles and South Africa.
Jamal Hill and Tumi Masekela wearing LCKN's One Million Swimmers collaboration hoodies alongside the hosts of SABC Morning Live in South Africa.
DIFFERENT CRAFT. SHARED COMMITMENT
LCKN was founded on the belief that the moments people see are shaped by the work they don't.
Behind every achievement are countless hours of preparation, repetition, sacrifice, and determination. The process may look different across disciplines, but the principles remain universal.
FOCUS. DISCIPLINE. COMMITMENT
As a sports and culture brand, LCKN seeks to collaborate with athletes, competitors, and creators around the world who demonstrate a genuine commitment to their craft.
From athletes preparing for international competition to creators challenging convention, LCKN celebrates the individuals behind the work: their preparation, motivations, and the experiences shaping their journeys.
These collaborations are not defined solely by results or recognition. They are built around a shared appreciation for the process and the pursuit of an objective.
Our collaboration with Jamal Hill reflects that philosophy. His work through Swim Up Hill demonstrates how personal dedication can extend into leadership, advocacy, and meaningful community impact.
THE JOURNEY CONTINUES
For Jamal Hill, swimming has always represented something greater than competition.
A two-time Paralympian and Tokyo bronze medalist, Jamal has built his career in the water. Through the Swim Up Hill Foundation, he is working to make that same water accessible to people who have historically faced barriers to learning how to swim.
His ambition is to teach one million people to swim annually. Behind that number is a simple belief: learning to swim should not be determined by someone's circumstances, access to facilities, or ability to afford lessons.
For the children entering the water, the significance extends beyond learning a new skill. It is an opportunity to develop confidence, gain potentially lifesaving knowledge, and discover a relationship with the water that may otherwise have remained out of reach.
For LCKN, supporting this moment reflects our commitment to the people and movements demonstrating what sport can make possible.
Because the influence of sport isn't measured only by what happens during competition.
It's also measured by what it makes possible beyond it.
LCKN. Committed to Sports & Culture.
SWIM UP HILL FOUNDATION
Founded by Paralympic swimmer Jamal Hill, the Swim Up Hill Foundation works to expand access to swimming education and water safety through community programs, partnerships, and its One Million Swimmers initiative.
SOWETO SWIM SCHOOL
Soweto Swim School is a family-owned swimming academy founded by Tumi and Moses Masekela in Soweto, South Africa. Dedicated to expanding access to aquatic education, the school provides swimming instruction and water-safety training for children and adults through its indoor heated swimming facility. Built on a commitment to inclusion, community development, and drowning prevention, Soweto Swim School empowers individuals with the confidence and skills to participate safely in aquatic activities.
LOCAL ACTION MARKETING
Local Action Marketing (LAM) is a Los Angeles-based global sports marketing and communications agency led by CEO Ryan J. Bowling. Bringing together experienced marketing professionals, entrepreneurs, and athletes, LAM specializes in connecting international organizations, brands, and communities through major sporting events. Its services span strategic communications, partnerships, experiential marketing, public relations, and event production, creating opportunities for meaningful engagement through the power of sport.
VIVA LA
A Los Angeles creative-culture and lifestyle brand, is proud to bring an authentic Los Angeles voice to this inaugural international activation in South Africa - connecting people, creativity and community as the city looks toward 2028.
PARTICIPATING ORGANIZATIONS & SUPPORTERS
The One Million Swimmers South Africa activation brought together organizations united by a shared belief in the power of sport to create meaningful change. From aquatic education and community development to creative storytelling, apparel, and strategic partnerships, each organization contributed its expertise toward advancing the mission of making swimming more accessible.
Together, their involvement reflects the importance of collaboration in expanding opportunity, strengthening communities, and creating an impact that extends far beyond competition.
The following organizations helped bring this initiative to life.
2026 LCKN