Reclaiming Johannesburg’s Running Narrative Powered By The Streets. Refreshed By Pura.

“If the first wave of Johannesburg’s running renaissance was defined by growth and experimentation, the second demands a reckoning—with intent, with presence, and with place.As crews and collectives continue to multiply across the city, what becomes increasingly clear is that running has evolved into more than just sport. It’s a form of cultural production, a visual language, a brand opportunity, and in some cases, a social currency. But with that evolution comes a responsibility: to reflect the city not as a prop, but as a living, breathing entity that resists reduction.”

— Culture Guru; @gijimaworldwide

The Jozi Resurgence

There’s something wild and electric rising out of Joburg right now—a movement that doesn’t need a permit or a podium. You feel it in the early morning footfalls, the cracked sidewalks holding rhythm like old drumlines. This is not just another crew trend or curated content loop. This is Johannesburg running itself back into its own story.

In a city often framed by its fractures, running has become a form of reclamation. A full-body response to the noise, the history, the heat. Jozi doesn’t run for likes. It runs for liberation. For legacy. For voice. And leading this shift, enter: Culture Guru Tokyo Black, aka @GijimaWorldWide. A cultural architect reclaiming concrete, questioning routes, and reimagining what it means to move with purpose—not just through space, but through history.

“Too often, inner-city routes are mined for their perceived 'authenticity'—the cracked pavements, corrugated steel fences, faded murals, and aging infrastructure become stage design for runners who, outside of their carefully timed jogs and content captures, maintain little to no relationship with these environments.” Says Tokyo Black.

“It’s to be present in spaces beyond the Saturday sunrise loop. It’s to ask. What does it mean to move through this city—and who gets to do so freely?”.

What Tokyo begins to unpack isn’t a critique—it’s a call to run with your eyes open and your ears to the ground. Because the city speaks. Loud. ‘Jobreezy’ doesn’t want you to jog past it. It wants you to understand it. To know where the tar cracks for a reason, why a bend in the road holds history. These aren’t just routes; they’re stories in motion.

Powered by Movement. Refreshed by PURA.

As running evolves—becoming more inclusive, intentional, and community-driven—so too does the soda category. Leading this transformation is PURA Soda, a South African brand redefining refreshment with its commitment to health-conscious, flavourful beverages.

PURA doesn’t roll in with a big logo and a bigger agenda. They move with the rhythm, not ahead of it. The brand has made a claim to not just hijack the culture, but to audaciously back it. To lace up beside it. To keep it refreshed.

At PURA, they believe in being a little better. That means better choices, less sugar, less noise, more intention. They’re not here to sell fantasy. They’re here to show up for what’s real. That post-run can be cracked open in the shade. The shared silence after a hard push. The reminder that simple done right is powerful.

This isn’t about chasing clout. It’s about chasing clarity. It’s about momentum.

It’s about knowing that every time your feet hit the pavement, you’re part of something bigger. Something that doesn’t just move the body—but moves culture forward.

Less sugar. More purpose.Less pretence. More presence.Every step. One sip at a time.

Live a little PURA

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