In a nation where distance running once struggled to capture mainstream attention and attract consistent sponsorship or meaningful partnerships to reward athletes, the Absa RUN YOUR CITY Series has ignited a transformative movement—one that’s rewriting the narrative for elite athletes and everyday South Africans alike.
“For years, distance running in South Africa lacked the platforms and financial incentives needed to thrive,” said Athletics South Africa (ASA) President James Moloi during the official launch of the 2025 Absa RUN YOUR CITY Cape Town series on Friday, May 9—a press conference which NOWinSA was invited to and attended. “This series has become a true home for our athletes—a place where they are empowered, rewarded, and provided with resources to do what they love.”
That empowerment, Moloi adds, extends beyond medals and podiums. Thanks to Absa’s title sponsorship and Puma’s gear support, athletes no longer just get by—they’re thriving. “They’re no longer scratching. They’re earning a decent living doing what they are passionate about.”
A race for everyone
And it’s not just for the pros. Family members of all ages—from doting new moms or dads, toddlers in strollers to proud grandparents, siblings and cousins —now run not just for personal bests, but to be part of something bigger. From community pop-ups to charity tie-ins with CANSA, the race has become a celebration of unity, wellness, and purpose.
“This is about inclusion,” said Jabulile Nsibanyoni, Absa’s Head of Sponsorships. “Whether you’re an elite or a first-timer, you belong here. Your stories have inspired us all.” Nsibanyoni, in a previous sit-down with NOWinSA, also emphasised how Absa is making running more accessible: “We partnered with the Absa Rewards team to offer 30% cashback on entry fees for cardholders. If I should stress, they have to be Absa Rewards members for them to qualify for this incentive,” she explained. “We also provide running education and gear support through partners like Puma.”
From passion to profession
At the heart of the RUN YOUR CITY Series is a mission to give South African athletes world-class competition—at home.
“You don’t forget where you’re from,” said Adriaan Wildschutt, after setting a new SA 10km record of 27:28 in Gqeberha. “Racing in front of your people, in a place that believes in you—it’s different.”
His brother Nadeel, emerging in his own right, sees the race as a springboard, as quoted by The Athlete. “Not every athlete has the means to go to Europe. These events give us a chance to compete and be seen.”
Even seasoned three-time Olympian Elroy Gelant (39), who shattered the South African marathon record at the Hamburg Marathon in Germany (in 2:05:36) in April 2025, hasn’t missed a series race. “To still have a race in South Africa that excites me as much as international ones—this is something special.”
Incentives that change lives
With over R1.6 million in total prize money across five races, the stakes are high—and deeply motivating.
- R200,000 bonuses await any athlete breaking 27 minutes (men) or 30:23 (women).
- R50,000 for any South African setting a national 10km record.
- Additional R70,000 in age-category prizes—including juniors and veterans—bolster development and longevity in the sport.
View full 2025 SA Athlete Incentive Schedule here.
A living mural of motion
On Sunday, May 11, Cape Town’s streets became a 10K tapestry of dreams in motion. A sold-out field of 15,000 runners—from Olympians to first-timers—marked the 10th anniversary of the Absa RUN YOUR CITY CAPE TOWN 10K.
“To see 15,000 people flooding Cape Town’s streets is inspiring,” said Michael Meyer, Series Founder and Managing Director of Stillwater Sports. “We wanted to make world-class road running accessible, and we’ve done that.”
READ ALSO: “I ran the Absa Run Your City 10K and the results were unexpected”
The streets came alive with emotion and community spirit. The Team Absa Walk Run on Strava has cultivated a fitness movement beyond race day, while Absa’s courageous #YourStoryMatters campaign continues to shine a spotlight on the power of ordinary people’s journeys.
“This is our home,” Meyer added. “And to celebrate our 10th anniversary here, with these performances, this crowd—it feels poetic.”
The journey continues
As the 2025 series heads next to Durban, Tshwane, and Johannesburg, the message remains clear: This is more than a race. It’s a revolution in running—and in storytelling.
It’s about being seen, heard, celebrated. It’s about ordinary people doing extraordinary things—with every step, stride, and heartbeat.
Planning to join the movement? Click here for entry information.
Top 10 winners: 2025 Absa RUN YOUR CITY Cape Town 10K
Elite Men
- Kabelo Muluadzi (RSA) 00:27:49
- Kamohelo Mofolo (Lesotho) 00:27:53
- Stephen Mokoka (RSA) 00:28:06
- Elroy Gelant (RSA) 00:28:08
- Rodgers Murei (Kenya) 00:28:10
- Chris Mhlanga (RSA) 00:28:17
- Bennett Seloyi (RSA) 00:28:19
- Bongelani Mkhwanazi (RSA) 00:28:21
- Nadeel Wildschutt (RSA) 00:28:24
- Linus Loitareng (Kenya) 00:28:26
Elite Women
- Glenrose Xaba (RSA) 00:32:00
- Selam Gebre (Ethiopia) 00:32:13
- Lebo Phalula (RSA) 00:32:50
- Neheng Khatala (Lesotho) 00:32:55
- Monica Jeptarus (Kenya) 00:32:57
- Tayla Kavanagh (RSA) 00:33:01
- Karabo More (RSA) 00:33:29
- Cacisile Sosibo (RSA) 00:33:31
- Karabo Mailula (RSA) 00:33:36
- Olga Firsova (Australia) 00:33:47
