Surfing as leisure and a sport has historically been associated with whites in South Africa, though that’s not necessarily true in practice. In fact a few documentary films (for example, “Taking back the waves“), the new feature film “Otelo Burning” and the work of photographer Richard Johnson (scroll to the right) have pointed to a long tradition of surfing among young black people in South Africa’s coastal cities.*  So, I always wondered when some creative director would pounce on the idea to commodify that history and struggle for recognition. Well, Cell C, a mobile/cell operator has done so now as part of its “Be Now” campaign targeted at young people with an ad focusing on”budding” semi-pro surfer Avuyile Ndamase from the Eastern Cape province.

* The recent documentary, “Whitewash,” interrogated similar themes in surfing in the United States.

Further Reading

Whose game is remembered?

The Women’s Africa Cup of Nations opens in Morocco amid growing calls to preserve the stories, players, and legacy of the women who built the game—before they’re lost to erasure and algorithm alike.

Sovereignty or supremacy?

As far-right politics gain traction across the globe, some South Africans are embracing Trumpism not out of policy conviction but out of a deeper, more troubling identification.

From Cape To Cairo

When two Africans—one from the south, the other from the north—set out to cross the continent, they raised the question: how easy is it for an African to move in their own land?

The road to Rafah

The ‘Sumud’ convoy from Tunis to Gaza is reviving the radical promise of pan-African solidarity and reclaiming an anticolonial tactic lost to history.

Sinners and ancestors

Ryan Coogler’s latest film is more than a vampire fable—it’s a bridge between Black American history and African audiences hungry for connection, investment, and storytelling rooted in shared struggle.