1MILLION SWIMMERS Africa is a Los Angeles × Soweto initiative expanding swimming access, water safety and aquatic inclusion across South Africa and beyond.
Local Action Marketing (LAM) has worked closely with Paralympic medalist and official LA28 Athlete Ambassador Jamal Hill of Swim Up Hill Foundation and Tumi Masekela of Soweto Swim School to launch a historic Los Angeles × Soweto partnership in support of a shared global mission: teach 1 million people to swim worldwide every year and expand aquatic inclusion, water safety and access across Africa.
Viva LA, a Los Angeles creative-culture and lifestyle brand, is proud to bring an authentic Los Angeles voice to this inaugural international activation — connecting sport, design and community as the city looks toward 2028.
Swimming is more than sport. It builds strength, confidence, discipline, belonging and opportunity — and it saves lives. The 1MILLION SWIMMERS campaign brings people and organizations together around 1 shared purpose: expanding access to swimming, water safety and aquatic opportunities in Africa.
The launch connects Los Angeles and Soweto through two people whose own experiences in the water became a commitment to broader access.
Inglewood native, U.S. Paralympic bronze medalist and official LA28 Athlete Ambassador Jamal Hill founded Swim Up Hill Foundation to expand swimming access and water-safety education in underserved communities.
After nearly drowning as a child, Tumi Masekela learned to swim later in life and co-founded Soweto Swim School, building a community-based model centered on water safety, instruction and access.
The Los Angeles-based Swim Up Hill Foundation expands access to swimming and water-safety education through sport, confidence and inclusion.
Soweto Swim School delivers community-based swimming instruction that builds water safety, confidence and access across South African townships.
The Soweto launch marks the inaugural international activation of 1MILLION SWIMMERS Africa, bringing together athletes, community leaders, institutions and partners committed to swimming access and aquatic inclusion. The first major milestone is 10,000 learners across South Africa in 2027 — on the path toward teaching 1 million people to swim every year.
Designed and produced by LCKN for the Soweto launch, the commemorative hoodie transforms the 1MILLION SWIMMERS mission into a wearable expression of sport, culture and community — connecting Los Angeles and Soweto through a shared commitment to aquatic inclusion.
Created for the inaugural Soweto activation, the limited-edition piece reflects the collaboration between LCKN, Viva LA and Jamal Hill around the 1MILLION SWIMMERS mission.
Learn how to get involved as an individual, organization or corporate partner — or, if you are ready to give now, go directly to the GoFundMe campaign.
Go directly to the GoFundMe campaign supporting aquatic inclusion, swim instruction and broader access to safe swimming.
Donate nowHelp expand community-based swimming instruction, water safety and confidence in and around the water.
Get involvedCompanies, institutions and community organizations can contribute resources, expertise and reach.
Explore partnershipFor inquiries about partnerships, volunteering, supporting a swimming program or other ways to get involved, email hello@VivaLA.us.
Learn more about working with Local Action Marketing to activate your brand or organization in Los Angeles in the lead-up to 2028 — from strategy and local partnerships to events, communications, production and on-the-ground execution.
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