13 August, 2025 – Cape Town, South Africa: Premium South African lifestyle brand Freedom of Movement (FOM) today announced the launch of its Drop Goal campaign, a purpose-driven initiative aligned with Women’s Day and the Women’s Rugby World Cup 2025, set to commence on 22 August. The campaign aims to celebrate and empower women’s rugby while driving grassroots development in local communities.
At the heart of the campaign is a limited-edition Drop Goal T-shirt for men and women, designed as a tribute to the spirit, resilience, and excellence of women’s rugby. In partnership with the Kolisi Foundation, FOM will donate proceeds from every Drop Goal Tee sold, aiming to raise R100,000 for the Motherwell Jaguars women’s rugby team in Zwide, Eastern Cape. These funds will support the foundation’s Rugby4WomenEmpowerment sports program, driving meaningful change through sport.
The Motherwell Jaguars were originally formed in the late 2000s before being relaunched as the Jaguars in 2021-2022 through the Rugby4WomenEmpowerment programme. Based in Motherwell, the most populated township in Gqeberha, the team has become a source of pride for their community. They produced eight national junior players in 2024 alone, putting them firmly on the rugby map. This campaign will channel funds directly to essential team needs including training and match-day infrastructure, day-to-day operations, high-performance coaching support, equipment and nutrition.
FOM has always believed in merging style with substance. The brand and the Kolisi Foundation first teamed up in 2019 with a limited-edition vellie, proceeds of which went to level and grass a rugby field at the Mbekweni Youth Centre in Paarl. Since then, they’ve worked together on several other collaborations, all raising money for sports facilities in Zwide, where Siya Kolisi grew up. Together, these campaigns are a reminder that authentic South African design can have a meaningful impact in communities.
“At FOM, we believe our fashion should be a force for good, from purpose-driven products built for the long road to initiatives that create real change in our communities,” says Kaybee Ntloana, Head of Marketing. “The Drop Goal campaign is everything we stand for: celebrating what makes South Africa great while driving impact where it matters most. The women of the Motherwell Jaguars prove that when talent meets determination, the game changes. We’re backing them because they’re not just playing rugby, they’re rewriting the future for generations of young women. That’s the kind of change worth championing.”
Lauren Budde, Partnerships and Resource Manager of the Kolisi Foundation, says:
“This campaign is what we’re all about. We use sport to lift up communities, especially young women who don’t always get these opportunities. The Motherwell Jaguars prove that when you give people the right support, incredible things happen. Working with FOM means we’re not just helping one team — we’re showing aspiring players that their dreams matter and they can achieve them.”
The Drop Goal campaign will run until October 2025. The limited-edition T-shirts are available online and in-store.
ABOUT FREEDOM OF MOVEMENT
Freedom Of Movement was founded in 2013 by brothers who had a passion for design and entrepreneurship, as well as a dream to create a proudly and authentic South African lifestyle brand.
As children, the brothers were granted “freedom of movement” by their parents to pursue their own paths once they proved their readiness to become independent through hard work and willingness to take responsibility for their actions. As South Africans, “freedom of movement” carries even more significance as it represents our freedom, boundless possibilities, and inherent adventurous nature.
The Freedom of Movement brand has grown its local footprint significantly over the past nine years with a strong online presence and a total of 28 FOM stores across South Africa. The brand has launched online in the UK and has plans to expand further internationally.
For more information on Freedom of Movement and nationwide stores, visit www.freedomofmovement.co.za
