Los Angeles
Jamal Hill / Swim Up Hill Foundation
Paralympic medalist and LA28 Athlete Ambassador, Jamal learned to swim as a child and adapted his stroke around a progressive neurological disability.
ONE MILLION SWIMMERS
Jamal Hill — Paralympic medalist, Official LA28 Athlete Ambassador, and Founder of Swim Up Hill Foundation.
Los Angeles × Soweto
One Million
Swimmers.
Driving Aquatic Inclusion in Africa
A bold goal begins with access: expanding water safety, confidence and opportunity through swimming.
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 mission: teach one million people to swim and expand aquatic inclusion, water safety and access across Africa.
Viva LA is proud to represent the creative culture and lifestyle of Los Angeles at this inaugural international activation — helping bring an authentic Los Angeles voice to the partnership as the city looks toward 2028.
The goal
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People. Places.
Partnerships. Progress.
Swimming is more than sport. It builds strength, confidence, discipline, belonging and opportunity — and it saves lives. One Million Swimmers Africa brings people and organizations together around one shared purpose: expanding access to the water.
Different paths into the water.
One shared mission.
The launch connects Los Angeles and Soweto through two people whose own experiences in the water became a commitment to broader access.
Soweto
Tumi Masekela / Soweto Swim School
After nearly drowning as a child, Tumi learned to swim later in life. She co-founded Soweto Swim School, building a community model centered on water safety and access.
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Swim Up Hill Foundation
Expanding access to the water through sport, confidence and inclusion — so every young person can reach their highest potential.
Soweto Swim School
Community-based instruction that builds water safety, confidence and access — creating stronger, healthier communities through swimming.
Strength
Confidence
Discipline
Belonging
Opportunity
Confidence
Discipline
Belonging
Opportunity
Swimming saves lives
Safety
51M
people in South Africa lack basic water safety skills
1,477
Average fatal drownings per year
30%
of drowning deaths are children under 14
Swimming creates opportunity.
Swimming creates safety.
Swimming saves lives.
Swimming creates safety.
Swimming saves lives.
The Soweto launch
22 September
2026
Nike Shapa Soweto
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People. Places. Partnerships. Progress. The Soweto launch introduces the One Million Swimmers Africa ambition through athletes, community leaders, institutions and partners committed to aquatic inclusion.
Commemorative collaboration
LCKN ×
One Million Swimmers
Created for the Soweto launch in collaboration with LCKN, the commemorative hoodie turns the partnership into a wearable expression of the mission — connecting Los Angeles and Soweto through sport, culture and community.
The design brings together the One Million Swimmers initiative with Swim Up Hill Foundation, Soweto Swim School, Local Action Marketing and Viva LA, recognizing the people and organizations helping drive aquatic inclusion in Africa.
Help put
more people
in the water.
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.
01 · Ready to give?
Donate now
Go directly to the GoFundMe campaign supporting aquatic inclusion, swim instruction and broader access to safe swimming.
Donate now02 · Program support
Support instruction
Help expand community-based swimming instruction, water safety and confidence in and around the water.
Get involved03 · Partnership
Become a partner
Companies, institutions and community organizations can contribute resources, expertise and reach.
Explore partnershipJoin the movement
Tell us how
you want to help.
Partner, volunteer, support a program or learn more. This prototype form is intentionally separate from the direct Donate Now path.
Launch collaborators
Built through partnership.
Jamal Hill · LA28 Athlete Ambassador
BYD Soweto
Virgin Active
Los Angeles Tourism
The Original Farmers Market
Viva LA
Looking toward Los Angeles 2028
Want to activate in ’28?
Don’t be late.
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.
Explore working with LAM →