Meet Itumeleng Malefetsa, the South African fitness personality and model who is making waves internationally with his partnership with US-based underwear line Saligia.

With his unique blend of style, confidence, and purpose, Malefetsa is redefining African masculinity and inspiring a new generation of young Africans. In this exclusive interview, Malefetsa shares his thoughts on his partnership with Saligia, representing South Africa at the African Fashion Designer Awards, and his recent win as Best African Fitness Personality of the Year.

TR: Congratulations on your international partnership with Saligia! What inspired you to collaborate with this US-based underwear line?

IM: Thank you! What really inspired me was Saligia’s ability to blend modern masculinity with simplicity and elegance. When they reached out, it wasn’t just a brand looking for visibility, it was a brand that saw me, my story and my energy. Their clean, premium aesthetic aligns with how I present myself online: confident, intentional, and real. It felt like a natural synergy rather than a transaction.

As someone who is passionate about redefining African masculinity, beyond stereotypes and surface-level narratives, this collaboration felt timely. It is about showing that African men can lead with grace, power and style. Partnering with Saligia gives me a platform to do that on a global scale and that is something I carry with great pride.

TR: How do you think your partnership with Saligia will impact the fashion industry in South Africa?

IM: This partnership is bigger than me, it shows that global brands are watching Africa and appreciating our influence, style and voice. I hope it opens doors for other South African talents to be seen internationally. It also challenges how we think about men’s fashion and body representation in this country. It is time to broaden the narrative and I am proud to be part of that shift.

TR: Can you tell us more about the process of becoming a brand ambassador for Saligia?

IM: It began with Saligia discovering my Instagram account, @itu_alphamale. They liked how I communicated lifestyle, confidence and identity. They reached out and expressed how aligned my content was with their brand. From there, we had several conversations about values, vision, and storytelling and the partnership grew from that foundation. It was organic and that is what made it powerful.

TR: What was it like representing South Africa at the African Fashion Designer Awards in Lagos, Nigeria?

IM: It was an incredible honour, one of those moments that reminds you why you do what you do. Representing South Africa on a continental stage like the African Fashion Designer Awards was not just about fashion for me, it was about presence, pride and purpose. Lagos is electric, full of creativity and energy, and being surrounded by Africa’s top talent was both humbling and inspiring. One of the highlights for me was wearing a custom-designed outfit by Karabo Official Designs, a visionary South African designer whose work speaks volumes. I carried my country with me our style, our spirit and our resilience and I’m proud to have been a part of a platform that celebrates African excellence in such a powerful way.

TR: How did you feel when you received the Best African Fitness Personality of the Year award?

IM: It was an incredibly emotional and affirming moment. To be recognised as the Best African Fitness Personality of the Year meant so much more than just the title, it was a celebration of the discipline, dedication and resilience it takes to show up fully, both mentally and physically.

Fitness for me has never just been about aesthetics, it has been a way of staying grounded, pushing my limits, and inspiring others to do the same. To receive this award on a continental stage was a reminder that our efforts, when rooted in purpose, never go unnoticed. I felt proud not only for myself, but for every young African who dares to pursue greatness in their own lane.

TR: What do you think sets you apart as a fitness personality, and how do you plan to continue growing your brand?

IM: What sets me apart is that I lead with authenticity. I do not just showcase the physical side of fitness, I embody the mindset, the discipline and the lifestyle that comes with it. For me, fitness is deeply connected to self-worth, confidence and purpose. It is about showing people, especially young Africans that strength is not just built in the gym, it is built in how you carry yourself, how you overcome challenges and how you show up for your goals.

I also fuse fitness with fashion, philanthropy and storytelling. Whether I am partnering with brands like Saligia or Body20, or mentoring others in personal growth, my brand is about wholeness: mind, body, and purpose.

Looking ahead, I plan to grow my brand through more international collaborations, wellness content tailored to African audiences and building platforms that inspire others to pursue holistic strength not just physical, but emotional and spiritual too.

TR: How do you balance your work with Saligia and your other professional commitments?

IM: I have learnt to structure my life with purpose. Whether I am leading an organisation, coaching, modeling, or dancing, I make sure each role reflects who I am at the core. With Saligia, the content I create integrates into my daily lifestyle, it is an extension, not an addition. Balance is about alignment not just time management.

TR: What message do you hope to convey to your fans through your partnership with Saligia?

IM: You do not have to fit into a “certain” box to be powerful. You can be African, stylish, compassionate, and bold. You can lead with purpose and still embrace fashion and aesthetics. I want people, especially young men to know that being yourself is your greatest brand.

TR: Are there any upcoming projects or campaigns with Saligia that you are excited about?

IM: Yes, there are exciting things in the pipeline but I cannot say much just yet. What I can share is that it will be impactful, bold, and aligned with both my values and Saligia’s vision. I am looking forward to what is coming, and I know it is going to resonate deeply with my audience, both locally and internationally.

TR: How do you think your award has impacted your career and opportunities in the fashion and fitness industries

IM: Winning the Best African Fitness Personality of the Year award has been a game-changer. It validated the years of silent work, early mornings and the decision to remain consistent even when no one was watching. From a career perspective, it opened more doors; international brands are taking notice and there is a new level of respect and recognition in both the fashion and fitness industries.

However, more than just visibility, the award positioned me as someone who can influence culture in a meaningful way. It has shown that African excellence is not one-dimensional, we can be strong, stylish, disciplined, and visionary all at once. It has helped me merge fitness with fashion in a way that feels authentic to who I am and has sparked new conversations around representation, identity, and purpose.

This win is not the peak, it is a launchpad. It has inspired me to think bigger, collaborate wider and continue using my platform to break boundaries and inspire others to do the same.