This weekend, the very first official Springboks store opens to the public at Sandton City, marking a monumental step in bringing the spirit of South African rugby closer to its passionate fan base.

• The Springboks have officially joined the global sports retail league with their first-ever store in Sandton City.
• The flagship store blends shopping with heritage, offering fans a mini-museum experience.
• This landmark launch marks the start of a nationwide – and potentially global – Springbok retail rollout.
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Located in the bustling Protea Court of Sandton City and most easily accessed from the Rivonia Road entrance, the flagship store is not only a first for the Springboks but a first for South African sport at large. It brings with it an immersive retail experience, a powerful brand extension, and a long-awaited home for Springboks supporters across the country – and abroad.

In retrospect, it is amazing that we have not had such an offering before now. Before today, if you’d asked the question ‘Where is the Springbok shop?’ you’d have been met by blank faces.

// President of the South African Rugby Union, Mark Alexander

And he’s not wrong. While iconic sports teams across the globe – from Paris Saint-Germain on the Champs-Élysées to Bayern Munich in Munich Airport and Manchester United at Old Trafford – boast dedicated retail spaces for fans to stock up on gear, South Africa’s most celebrated national team had, until now, no central destination for official merchandise. Now, that has changed.

The Springboks store features a complete range of official Nike replica teamwear, the same kit worn on matchday by the World Cup-winning squad. But the real game-changer lies in the introduction of a fresh lifestyle line, simply branded “Springboks”, designed to take fans from the stadium to the office, the supermarket, or the Saturday braai.

This new range has been carefully curated to extend the identity of the Springboks beyond game day, allowing fans to carry a piece of the brand with them every day of the week. Whether it’s a subtle polo for a meeting or a bold hoodie for a casual day out, the new line delivers on both style and national pride.

If you’re a Springbok follower, we’ve got six home tests a year. You can wear your Nike jersey on a Friday as part of Bok Friday. But what do you wear the rest of the week? We hope we’ve created a range that lets fans show their love for their team and country seven days a week.

// General Manager of Communications and Commercial at SA Rugby, Andy Colquhoun

The store itself is more than a shop – it’s an experience. With digital displays screening iconic game footage, heritage memorabilia lining the walls, and a mini-museum feel throughout, the space is designed to bring fans closer to the heartbeat of South African rugby. While regular appearances by players are not guaranteed due to their demanding schedules, the store did open with three Springboks in attendance, a gesture likely to be repeated on special occasions.

The launch is the culmination of a goal set by SA Rugby’s Executive Council in early 2024 – and they’ve exceeded expectations by hitting their target in just 18 months, ahead of the 2027 Rugby World Cup in Australia.

The explosion of counterfeiters and imitators since 2019 has flooded e-commerce channels with fake product. There was a clear gap in the market, and an opportunity for SA Rugby to meet that demand directly.

// CEO of SA Rugby, Rian Oberholzer

Indeed, the rise of unlicensed gear on social media and online platforms prompted a strategic move to protect the integrity of the Springboks brand and offer fans a trusted source for authentic merchandise.

In addition to the physical store, fans can now browse and shop the full range online, giving supporters across South Africa – and around the world – access to official Springboks apparel, both on-field and off-field.

We want to see people walk into meetings wearing something Springbok-related, just like they would a GANT or Polo shirt. This is a commercial play, but also a brand extension play – it’s about longevity and presence.

// General Manager of Communications and Commercial at SA Rugby, Andy Colquhoun

Looking ahead, this Sandton opening is just the beginning. Plans are already in motion to expand the Springboks retail footprint across the country, and even internationally. And while the once-proud Springbok Museum in Cape Town may have closed in 2019 due to financial constraints, Andy revealed that discussions are underway about possible museum revival projects and brand collaborations.

Meanwhile, initiatives like Boktown – a viewing experience launched with SAB where fans can gather to watch Springboks games on big screens in designated locations – are being revived and rolled out, deepening fan engagement on multiple fronts.

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