Cheslin Kolbe takes over Times Square as his remarkable story goes global

• A major New York advertising display is giving the Springbok star’s personal story international exposure
• Kolbe’s new memoir revisits the setbacks that shaped his rise from Kraaifontein to world rugby
• His latest project arrives as South African fans prepare for an opportunity to hear his story firsthand

Cheslin Kolbe has taken a piece of his South African story to one of the world’s busiest advertising destinations, with a giant billboard featuring the Springbok winger appearing in New York’s Times Square. The display is part of an international marketing campaign for Sidestepping the Odds, his autobiography released in October 2026.

SA Rugby Magazine reported on 20 October that Roc Nation Sports International organised the campaign, which also includes displays near Cape Town International Airport and in Sea Point. The push puts Kolbe’s life story before audiences well beyond the rugby community.

The childhood experiences behind Kolbe’s success

The memoir, written with award-winning journalist and broadcaster David O’Sullivan, examines Kolbe’s upbringing in Kraaifontein and the obstacles he encountered before becoming a double Rugby World Cup winner.

Kolbe said he wanted readers facing similar challenges to see that their circumstances need not determine their future.

“I grew up in a world surrounded by crime... and violence, and I was told that I was too small to play rugby,” he said.

He added that the book was meant to encourage young people, and others who have been made to feel inadequate, to believe in their abilities.

A Cape Town book event adds to the spotlight

Roc Nation Sports International president Michael Yormark said the billboards were intended to amplify the autobiography’s launch. The campaign comes as Kolbe’s story also returns to the spotlight at home.

Cape Town Tourism lists a book launch at Cavendish Square for Thursday, 22 October 2026, at 19:00, in collaboration with Exclusive Books. The event is scheduled to include a discussion with O’Sullivan and book signings.

Kolbe’s rugby journey has included Western Province, the Stormers and clubs in France and Japan. The New York campaign and Cape Town event now give fans two different ways to engage with the story behind his achievements.

Cheslin Kolbe shares fresh update on broken jaw recovery

Briefly News previously reported that Cheslin Kolbe shared an update on his recovery from a broken jaw, saying he is halfway through healing and cannot wait to return to the rugby field.

The Springbok star also thanked supporters for their well wishes, a month after suffering the injury against New Zealand on 5 September 2026.

Source: Briefly News

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