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Rexona and Beyond Sport Partner on Breaking Limits Programme

April 6, 2021

Everyone should be able to experience the incredible physical, mental and social benefits movement brings - whoever you are, however you move. But too many people face barriers preventing them from moving.

According to the World Health Organisation, 80% of the world’s adolescent population are not active enough. And, across all ages, 4 in 10 fear judgement from others based on Rexona Movement Research conducted by Edelman Intelligence (April 2020).

That is why we are excited to partner with Rexona - also known as Sure, Degree or Shield, depending on where you are in the world - on the new Breaking Limits Programme.

Launched on 6 April’s International Day of Sport for Development and Peace – which celebrates sport’s power to drive social change and community development – the cutting-edge programme uses sport and physical activity to equip young people with the confidence to overcome barriers and achieve more with their lives. Beyond Sport has joined forces with Rexona and local sport for development organisations to empower millions of young people across the world with the confidence and opportunity to move more, based on the shared belief that movement transforms lives.

As part of the Unilever family, the world’s number one antiperspirant and deodorant brand is committed to driving positive behaviour change through meaningful action. The programme supports Unilever’s Beauty & Personal Care commitment of improving health and wellbeing, and advancing equity and inclusion, reaching 1 billion people per year by 2030.

Kathryn Swallow, Global Vice President of Rexona at Unilever, stated: “At Rexona, we’re committed to using our scale to do more good. 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.”

Some description

While many barriers are societal, such as discrimination, or physical, such as lack of access to facilities, global research conducted by Rexona found that close to two out of three people struggle with motivation - with a key barrier being self-doubt. One of the consistent reasons given, especially among young people, was a lack of confidence in their ability to achieve goals.

The Breaking Limits Programme focuses on supporting youth, particularly those who face the biggest barriers to being active, equipping them with critical life skills such as confidence, teamwork and resilience. By providing them access to coaches and mentors, along with safe spaces to move, the goal is for young people to be able to find the confidence to break limits – whether set by themselves or society.

“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,” said Nick Keller, Beyond Sport Founder and President.

“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.”

The Breaking Limits programme is comprised of:

Rexona Breaking Limits Training Series – a digital training, designed, produced and delivered by best-in-class sport for social change organisations to equip coaches and community leaders with the skills to empower young people with the confidence to overcome barriers and achieve more with their lives.

Partnerships with non-profit organisations – that use movement to achieve positive outcomes, enhancing their programmes and expanding their reach.

The initiative reflects powerful partnerships all around. Organisations including The Change Foundation, Coaches Across Continents and The Sports Creative will help ensure that the programme is able to reach those most in need of support, specifically those who experience barriers to movement as a result of race, gender and perceived ability.

Breaking the Limits will also work with additional non-profit sport for social development organisations, including: ACE Projects, ACER Brazil, Dame Kelly Holmes Trust, Futebol Social, Instituto Esporte & Educação, Instituto Fazer Acontecer, love.fútbol, Onside Youth Zones, Street Soccer Scotland and UmRio.

"We know that when used with intent, sport can play a strong role in supporting and equipping young people with the tools they need to lead an equitable, fulfilling life," stated Fred Turner, Beyond Sport Executive Director.

"With young people being disproportionately affected with lower activity levels as a result of the pandemic, we excited to be able to partner with an organisation like Rexona to address this challenge. We all have a role to play and it’s brilliant to see a global private sector organisation take this on."

Initially launching in the Brazil, the UK and the US, 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.

Football image courtesy of love.fútbol.


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