The purpose of this article is to explore the innovative strategies used by universities in South Africa to mitigate the effects of COVID-19. The article examines the role of university leadership, student leadership and academics in developing innovative strategies to reduce the effects of COVID-19. A literature survey was the method used to gather information. Inductive reasoning based on theoretical paradigms was used to generate and critique information gleaned from various academic sources. Creativity and innovation theories were utilised to guide the discussion of the article. The central argument revolves around creative ideas and their relevance to COVID-19, and innovative strategies adopted by universities in South Africa as innovators, early adopters, early majority, late majority and laggards in responding to the COVID-19 threat. Creativity is axiomatic to the development of innovation in university settings. Evidence of c