Unilever brand Rexona – known as Sure in the UK – chose this week’s International Day of Sport for Development and Peace to launch its new ‘Breaking Limits’ programme, which aims to celebrate sport’s power to drive social change and community development.
The programme will use 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 Beyond Sport to launch the programme, as well as joining forces with sport for development organisations such as the Dame Kelly Holmes Trust, Street Soccer Scotland, Coaches Across Continents, Onside Youth Zones and the Change Foundation. The programme aims to support Unilever’s commitment of improving health and wellbeing and encouraging movement, as well as reaching one 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 for 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.”
TEAMWORK
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. Breaking Limits 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.
Initially launching in Brazil, the UK and the USA, a digital training series will equip coaches and community leaders with the skills to ‘empower young people with confidence’. Rexona says the ambition is to roll out the programme to additional markets in 2022.
Beyond Sport founder and president Nick Keller 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 programme is especially timely in contributing to young people's health and wellness.”
