Unilever's Rexona partners with Beyond Sport for Breaking Limits Programme

08 Apr 2021

By: Sport Industry Group

Unilever brand Rexona - known as Sure in the UK - has launched a new Breaking Limits programme, which aims to celebrate sport’s power to drive social change and community development.

The programme - launched on 6th April’s International Day of Sport for Development and Peace – uses sport and physical activity to ‘equip young people with the confidence to overcome barriers and achieve more with their lives’. 

The brand has partnered with sport for social change leader Beyond Sport to launch the programme, as well as joining forces with local sport for development organisations to give young people across the world the opportunity to move more. The programme aims to support Unilever’s commitment of improving health and wellbeing and encouraging movement, as well as reaching 1 billion people per year by 2030.

“At Rexona, we’re committed to using our scale to do more good,” said Kathryn Swallow, Global Vice President - Rexona, Unilever.

“As a brand that’s fighting for a world where everyone has the confidence to move more, we needed to act to ensure that everyone, regardless of race, gender or perceived ability, truly has the right they deserve to be physically active. 

“Through our Breaking Limits Programme, we’re giving youth access to the vital coaches, communities and safe spaces they need to move more. Because through movement, everyone can find the confidence to break limits.”

According to research carried out by the brand, almost two thirds of people struggle with motivation when it comes to physical activity, with self-doubt identified as one of the key factors. The Breaking Limits Programme will aim to focus on supporting young people by equipping them with confidence, teamwork and resilience, providing them access to coaches and mentors, and creating safe spaces to move.

As part of the partnership, the brand will create a digital training series, the Rexona Breaking Limits Training Series, to equip coaches and community leaders with the skills to empower young people with confidence. It will also partner with non-profit organisations, such as The Change Foundation, Coaches Across Continents and The Sports Creative, which ‘use movement to achieve positive outcomes’, enhancing their programmes and expanding their reach.

Nick Keller, Founder and President, Beyond Sport, said: “Beyond Sport is delighted to partner with Rexona on the Breaking Limits Programme. Through our work, we've been honoured to engage with coaches, community leaders and organisations across the world who are truly breaking the limits of what is possible through sport.

“We are pleased to have the opportunity to help support their development and build on their amazing work, while inspiring more people to move more through this Training Series. With structural barriers at an all-time high, this program is especially timely in contributing to young people's health and wellness.”

Initially launching in Brazil, the UK and the USA, the Breaking Limits Programme will also work with other sport for social development organisations, including the Dame Kelly Holmes Trust, Street Soccer Scotland, Futebol Social, Onside Youth Zones, and UmRio.

Rexona says the ambition is to roll out the programme to additional markets in 2022.

Click here to learn more about the motivation behind the Breaking Limits Programme