Pharmaceutical company Novo Nordisk has teamed up with South African sports stars in a new campaign to tackle rising obesity among men in the country.
The campaign features Mamelodi Sundowns and Bafana Bafana defender Grant Kekana and Bafana Bafana goalie Reyaad Pieterse (pictured), as well as Sharks and Springbok rugby front-rower Trevor Nyakane, speaking candidly about why they value healthy living on and off the field. Image supplied.
Living lighter
Reports like the State of South Africa’s Fathers 2024 (SOSAF 2024) emphasise the growing need for South African fathers to be healthier and more present for their families, children and their own peace of mind.
This campaign is built on that thinking.
In a series of online videos, renowned names in South African sport have added their voices in support of “living lighter” for South African men.
Mamelodi Sundowns and Bafana Bafana defender Grant Kekana, Bafana Bafana goalie Reyaad Pieterse and Sharks and Springbok rugby front-rower Trevor Nyakane all speak candidly about why they value healthy living, on and off the field.
According to the South African Heart Foundation, about 31% of South African men are classified as overweight or obese.
Obesity may increase their risk of having a heart attack, stroke or other health problems, including high blood pressure, certain cancers, diabetes, gallstones, sleep apnoea, and degenerative joint disease.
The athlete’s perspective
Professional athletes build careers on optimising their health. Recovery, nutrition and everyday habits all shape how they perform on the field.
While most South Africans aren’t preparing for a cup final, lessons from that approach resonate well beyond professional sport.
In conversation with Reabetjoe “Rea” Mokoko, known to many as The Cooking Dietitian and a dietitian for many top sports stars, South African rugby legend Trevor Nyakane explains that being healthy goes beyond professional sport.
“There’s life after rugby. It’s knowing that, as soon as I’m done, I can live longer for my daughter and my wife, as a healthier person,” he says.
On consulting healthcare professionals when necessary, he adds, “We men don’t like doing all these checks, but it is very important. It’s not just about when you’re still playing. It’s all about a healthier me.”
Soccer star Grant Kekana speaks candidly about his struggles with weight loss, saying, “I was feeling very heavy.
“I felt like I was carrying a monkey on my back, and felt really tired. There were games where I hoped I’d make it through the first half.
“I never really understood why I felt the way I was feeling until I asked questions.”
Themba Titus Sigudu 16 Jan 2026 Health education
Novo Nordisk also introduced an online portal that helps South African men take the first “small step” by calculating BMI (body mass index), finding a healthcare professional, or learning more about factors that influence weight gain.
“Health is no longer only something to think about after a diagnosis or a warning from the doctor. For many fathers, it has become part of showing up for the people who rely on them every day,” says Sara Norcross, vice president and general manager, South Africa, at Novo Nordisk.
She adds, “Health often slips down the priority list because life gets busy. Work, family and everyday responsibilities naturally come first.
“Looking after your health isn’t about trying to be perfect. It’s about giving yourself the best chance to keep doing the things you enjoy with the people you care about. Small changes made consistently can have a meaningful impact over time.”
