Toughees Wraps Up Back-to-School Campaign

Iconic school shoe brand Toughees has successfully concluded its latest back-to-school campaign fronted by Makazole Mapimpi, achieving notable year-on-year growth in sales both in-store and online. The “For Every Kind of Tough” campaign ran from late December to mid-February and aimed to ease the burden on schoolchildren and their families. Customers had the chance to win a share of R200,000 in cash prizes simply by purchasing a pair of Toughees school shoes either in-store or online.

The campaign was supported by a robust digital marketing effort and an inspiring television commercial that resonated with South African families preparing for the new school year. It featured Springbok rugby legend Makazole Mapimpi alongside a group of inspiring young South Africans, celebrating the resilience and determination of children.

Lemogang Kodisang, Marketing Manager at Bata South Africa, the manufacturer and distributor of the Toughees brand, stated, “At Toughees, we believe that toughness comes in many forms, beyond just physical strength. Whether it’s overcoming adversity, standing tall in the face of challenges, or demonstrating emotional and mental toughness, we wanted to encourage South African children to embrace their own inner strength. The “For Every Kind of Tough” campaign achieved this by leveraging Mapimpi’s appeal as a beacon of hope for many South Africans.”

For over 70 years, Toughees has earned the trust of parents for its superior quality and durability, designed to withstand the rigors of both the playground and the classroom. Proudly manufactured at the Bata Loskop factory in the foothills of the Drakensberg in KwaZulu-Natal, Toughees uses premium leather to ensure durability, breathability, and easy cleaning. All Toughees products come with a six-month warranty against fair wear and tear.