Olympic fever begins

The SABC, which has the broadcast rights for the Games, has begun its support for Team South Africa with a countdown programme on SABC2, 'Countdown To London 2012' is broadcast every Sunday at 1.30pm and weekdays at 4pm on Hectic Nine 9. The sporting activities will be broadcast live on SABC2 and Radio 2000.

SABC's spokesperson, Kaizer Kganyago said, "Following our successful coverage of the 2008 Olympics in Beijing, the 2010 FIFA World Cup, which was held on home ground, as well as the 2011 IRB Rugby World Cup, the organisation has gained immense experience in covering sporting events of this magnitude.

"As a public service broadcaster, we are pleased that we have managed to secure the broadcasting rights for the 2012 London Olympics, as we serve the needs of sports loving fans in our country. Our viewers and listeners can expect exciting coverage from the broadcaster, complemented by world-class on-air talent, which will bring the games live into their homes."

Oscar Pistorius at the Oakley global launch of 'Beyond Reason'

Athletes support campaign

Media and VIPs were flown from around the country to attend the Oakley global launch of 'Beyond Reason', at the HPC athletics track in Pretoria on 17 April 2012. Oscar Pistorius' home turf opened the campaign, which will be followed by a launch in New York.

Elite Oakley athlete and 2012 Olympic contender Pistorius, the first Paralympic athlete to win a medal at an 'able bodied championship', and who has yesterday, Wednesday 18 April 2012, been named as one of Time's 100 Most Influential People in the World, will lead the campaign across the world. Other Olympians participating in the campaign include US sprinter, LoLo Jones, US beach volleyball player Kerri Walsh, British cyclist Mark Cavendish, Australian cyclist Cadel Evans, Spanish triathlete Javier Gomez and US Diathlone athlete Bryan Clay.

Oscar Pistorius

During the 100 days leading up to the 2012 Olympic games in London, the company will be hosting many events that are designed to emulate the driving attitude that fuels and fires its athletes to exceed the limits of possibility.

The Tuks athletics track in Pretoria offered an authentic experience as guests were given the rare opportunity of watching Pistorius warm up and train with long-time coach Ampie Louw. The track was also the location for the global Oscar photo-shoot, which took place a few months ago.

"Drives, inspires and fuels"

"The beyond reason mentality resonates within me; it drives, inspires and fuels me to push myself every minute of every day to perform at the highest levels. It's not necessarily just about winning, I will always push myself as hard as possible, I want people to be speechless. I view challenges, not as barriers, but as boundaries that can and will be pushed," said Pistorius.

Alongside the launch of the brand's campaign, the company will debut a revolutionary performance sunglass designed to deliver comfort, performance and protection for athletes at any level. In the spirit of performance, SwitchLock technology featured in the new product enables fast and easy lens changes allowing athletes to match their vision to the environment.

"Today's launch and RadarLock global debut celebrates the company's vision that everything can and will be made better. It's about the attitude that the brand possesses and we are so privileged and humbled to be associated with Oscar, not just for what he has achieved, but for who he is as a human being," said Gwen van Lingen, director of marketing at Luxottica.

Tech launch

Technology obsessed Fletcher Beadon, one of South Africa's pioneering DJs and producers, set the tone for the launch with his sci-fi afro breaks against the backdrop of VJ Inka's geometric video animations.

'By word of mouth' catering offered guests a canapé style lunch inspired by the spirit of the event, culminating in a creative dessert display entitled, "Pearls of Wisdom" a delicate white chocolate truffle served abed sugar crystal Oyster shells.

The day's events were mirrored via Oakley social networks; @OakleySA on Twitter (with the global hash tag #BEYONDREASON) and the Oakley South Africa Facebook page.

For more:

• The 100 Most Influential People in the World: Oscar Pistorius.