LOS ANGELES / SOWETO, SOUTH AFRICA (22 September 2026) — Los Angeles native, U.S. Paralympic medalist and LA28 Athlete Ambassador Jamal Hill joined Tumi Masekela and Soweto Swim School at Nike SHAPA Soweto in South Africa for the 1 Million Swimmers Africa Launch, celebrating a new partnership between Hill’s Los Angeles-based Swim Up Hill Foundation and Masekela’s Soweto Swim School.

The partnership has an ambitious goal: expand access to swimming and water-safety education across South African townships while building toward Hill’s larger mission of teaching one million people a year to swim worldwide. Soweto Swim School plans to reach 10,000 learners across South Africa by 2027.

The need is significant. The National Sea Rescue Institute estimates approximately 1,477 drownings each year in South Africa, with the actual number potentially higher because some incidents, particularly in township communities, go unreported. It addresses the urgent need for water-safety skills in communities where drowning remains a leading cause of accidental death, particularly among children under five.

Founded by Tumi and Moses Masekela, Soweto Swim School has spent the past five years making swimming and water-safety education more accessible in Soweto. Hill’s Swim Up Hill Foundation approaches the same challenge from Los Angeles, working to remove barriers that keep underserved communities from gaining confidence and safety in the water.

“This partnership goes beyond expanding access to swimming. It’s about saving lives and unlocking the full potential within our communities,” said Tumi Masekela.

Hill described the partnership in equally direct terms: “Water doesn’t discriminate, but access to swimming education often does. Together, we’re building a global movement for inclusion, safety and opportunity.”

For Hill and Masekela, the focus ultimately remains on the water: helping more people develop a skill that can save lives.

A TWO-WAY CONNECTION WITH LOS ANGELES

The Soweto event was produced and convened by Los Angeles-based Local Action Marketing (LAM) and reflects a broader model the company is developing around international sport. LAM’s vision is to help Los Angeles organizations engage meaningfully with participating countries around the world, while creating pathways for those countries, organizations and communities to connect back to Los Angeles in the lead-up to and during the world’s biggest sports stage in 2028.

In Soweto, that approach extends beyond sport itself. LAM partnered with Viva LA to represent the creative culture of Los Angeles within the event experience. As the Los Angeles Cultural + Lifestyle Partner, Viva LA created a VIP gift experience for invited guests with a tangible connection to Los Angeles and its creative community as they took part in the launch.

Another Los Angeles County creative partner, emerging sportswear brand LCKN joined Viva LA and Hill on a limited-edition LCKN × Viva LA × Swim Up Hill x Soweto Swim School x Local Action Marketing collaboration hoodie commemorating the launch and the 1 Million Swimmers mission.

Together, those elements reflect a larger idea behind LAM’s international work: using sport as the starting point, then bringing culture, design, business and community into the relationship so that connections can continue well beyond a single event.

FROM THE POOL TO THE PARTNERSHIP

The South African activities began Monday, September 21, when Hill joined Soweto Swim School at Meredale Primary School for a swimming and water-safety clinic with local students.

Then, on Tuesday, September 22, the 1 Million Swimmers Africa Launch took place from 3:00–6:00 p.m. at Nike SHAPA Soweto.

The VIP invitation-only event featured remarks from U.S. and South African government, sport and community leaders, underscoring their support for the 1 Million Swimmers movement campaign, followed by a private reception celebrating the new U.S.–South Africa partnership.

Support for the movement and event speaker representatives included:

·      Hon. Ms Peace Mabe, Deputy Minister of Sport, Arts & Culture

·      Ms Vanessa Toscano, Director of Public Affairs, U.S. Consulate General Johannesburg

·      Ms Eileen Xhakaza, Education & Training Manager, Swimming South Africa

·      Ms Ancilla Smith, CEO of Special Olympics South Africa

·      Ms Tumi Masekela, Founder of Soweto Swim School

·      Mr Jamal Hill, US Paralympian, Founder & CEO of Swim Uphill Foundation

·      Mr Ryan J. Bowling, CEO of Local Action Marketing

Event sponsors included:

·      South Africa Department of Sport, Arts & Culture

·      US Consulate General Johannesburg

·      Swimming South Africa

·      Special Olympics South Africa

·      Viva LA

·      LCKN

·      Virgin Active

·      BYD Soweto

Don’t be late for 2028! The Los Angeles Opportunity

For LAM and its Los Angeles partners, the event also featured a fireside chat moderated by Tumi Masekela and included Jamal Hill, Ryan Bowling of Local Action Marketing, and Christian Mitman of Viva LA. The panel offered a “quick start guide” for navigating and activating in LA in the lead-up to and during 2028. A glimpse of what international connection can look like as 2028 fastly approaches, not only welcoming the world to Los Angeles, but creating relationships that allow Los Angeles and communities around the world to learn from, support and engage with one another.

JOIN THE 1 MILLION SWIMMERS MOVEMENT

To learn more about the partnership, follow the South Africa launch and support the mission:

• 1 Million Swimmers — 1MillionSwimmers.com

• Swim Up Hill Foundation — SwimUpHill.org

• Soweto Swim School — SowetoSwimSchool.co.za

• SwimSwam - Article

• SABC Morning Live - Television Interview

Contact: Ryan Bowling | +1 650 245 7945 | ryan@localactionmarketing.com