The partnership will position Habana as a "Wingman", with his role centred on exploring the company and sharing what he learns with South African audiences, says the company.

Habana says he was not previously familiar with The Unlimited before discussions about the partnership began. "I honestly had never heard of The Unlimited," he says. "But the more I learnt about the business, the more curious I became."

According to Susie Hart, Head of Brand at The Unlimited, the partnership is intended to go beyond a conventional celebrity endorsement. "We wanted someone alongside us who was genuinely curious, someone prepared to experience The Unlimited for themselves and take South Africans on that journey with them," says Hart.

A key part of the partnership will involve The Coral Couch, a platform where Habana will speak to people from across The Unlimited about their experiences within the business.

The conversations will focus on the people behind the organisation, with Habana taking part in unscripted discussions and sharing his observations with audiences, adds the company.

"We want South Africans to meet our people and understand the opportunities inside this business," says Hart.

The partnership will also see Habana engage with The Unlimited's customers during their first months with the company, with a focus on helping them understand the services and benefits available to them.

The Unlimited says the appointment forms part of its broader efforts to increase awareness of the business and communicate its offering through storytelling and audience engagement. Habana will explore the company's operations and history as part of the partnership, which comes as The Unlimited marks more than 30 years in business.

"How do we not know about this business?" concludes Habana. "I'm genuinely curious about how they got here, and I'm looking forward to finding out more."

For more information, visit www.theunlimited.co.za. You can also follow The Unlimited on Facebook, X, or on Instagram.

*Image courtesy of contributor