Cape Union Mart has never been just about gear. At its core, the brand has always encouraged South Africans to step outside, explore more and test their limits in the wild. Now, that message gets a powerful boost through a new partnership with Pieter-Steph du Toit. He is one of the country’s most respected rugby players.
This is not a typical endorsement deal. It is a partnership grounded in shared values like discipline, resilience and a deep respect for the outdoors.
More Than a Rugby Player
Du Toit’s achievements on the field speak for themselves. He is a key figure in the South Africa national rugby union team. He is also a former World Rugby Player of the Year winner. Importantly, he has built his reputation on consistency and relentless effort.
But it is what happens off the pitch that makes this partnership feel natural. His commitment to discipline and his refusal to take shortcuts mirror the mindset needed to thrive outdoors. This is true whether that is on a mountain trail or deep in the backcountry.
Where Performance Meets the Outdoors
There is a strong overlap between elite sport and outdoor adventure. Both demand preparation. Both test mental toughness. And both reveal character when conditions are not in your favour. That shared DNA is exactly what connects du Toit with Cape Union Mart.
“We are a family business and Pieter-Steph is the real deal. He is authentic and a natural fit for us. Beyond being a world-class athlete, he is a family man with a genuine love for our brands and a shared belief in our values,” says Martine Vogelman, Director of Brand Strategy at Cape Union Mart.
A Shared Mission
For du Toit, the partnership goes deeper than just aligning with a brand. It reflects a lifestyle he already believes in. “Being named an ambassador for Cape Union Mart and K-Way is something I’m incredibly proud of. As a South African, these are brands that are deeply rooted in our lifestyle, built for resilience, adventure and the outdoors. Those values align closely with my journey in rugby, where preparation, endurance and embracing every challenge are key.”
He adds: “I’m excited to be part of a partnership that inspires people to get outside, push their limits and experience everything our country has to offer.”
What Comes Next
The partnership will roll out through a series of campaigns and initiatives over the coming months. All are designed to explore the overlap between high performance and outdoor living.
The goal is not just to sell product. It is to shift mindset. In addition, it aims to encourage more South Africans to spend time outside, to approach every challenge with intention and to recognise that the same principles that drive elite athletes can elevate everyday experiences.
For Cape Union Mart, it is a continuation of where the brand is headed. It is experience-led, community-focused and rooted in the belief that adventure is something you prepare for, commit to and carry with you long after the moment passes.
