PURA Beverages partners with cycling legend Malcolm Lange to power youth development through sport
More than 30 young adults currently train at the Academy, with several already competing at national level. As part of the new partnership, PURA Beverages will support hydration and refreshment needs at all practices, training camps, and events while collaborating on a wider storytelling initiative to bring awareness to the Academy’s mission and impact.
The Pura Beverage Company, a multinational company and manufacturer of low-calorie, naturally sweetened sodas and beverages, is proud to launch a new partnership with Olympic cyclist Malcolm Lange to support youth development through sport, in an effort to advance the aspirations of young cycling enthusiasts and future South African Olympians.
The DSV SHIFT Academy was founded by Lange in 2021 to nurture the dreams and talents of young South African cyclists from previously disadvantaged communities. The Academy, based at the Faure Stadium in Paarl, offers free, structured training to youth aged 12-18.
PURA Beverages’ partnership will support the hydration needs of all DSV SHIFT Academy cyclists over the next 12 months, in an effort to champion the incredibly important gap that the Academy fills. The company believes that there should be widespread support for organisations that address these gaps in all sporting codes, as Lange’s academy continues to nurture and mentor young people from previously disadvantaged communities in the cycling world.
More than 30 young adults currently train at the Academy, with several already competing at national level. As part of the new partnership, PURA Beverages will support hydration and refreshment needs at all practices, training camps, and events while collaborating on a wider storytelling initiative to bring awareness to the Academy’s mission and impact.
The partnership reflects the shared commitment of both entities regarding the creation of a fair and equal playing ground for all of South Africa’s youth. In a country with 60% youth unemployment, we need to invest more to ensure that the young people who need extra support are able to access it.
The alignment between the DSV SHIFT Academy and PURA also goes beyond values – it’s about performance. PURA Hydration is formulated for active lifestyles, containing marine salts, natural electrolytes, and no artificial additives, making it ideal for young athletes pushing their limits in training and competition.
“When brands like PURA support local, grassroots programmes, they’re not just ticking a CSI box. They’re helping to build a future generation of healthy and confident citizens who are equipped to lead beyond the sporting world,” says Malcolm Lange, Founder at DSV SHIFT Academy.
For PURA Beverages, this partnership fits squarely within its “Live a Little Purer” ethos – a brand promise that spans health, sustainability, and social impact. The company has always maintained that it offers consumers more than just a drink – in that it empowers everyone to make better health, environmental and social choices. Supporting the DSV SHIFT Academy, and its young cyclists, offers the most real expression of that promise.