Background
Rexona, known globally as Degree, Sure, and Shield, is the world’s number one deodorant brand, championing the transformative power of movement. Recognising that 80 percent of the world’s adolescent population is insufficiently active, and that 7 in 10 people find self-doubt gets in the way of trying something new, Rexona is dedicated to challenging society’s narrow limits of what an acceptable mover looks like, promoting inclusivity and accessibility in physical activity.
The Challenge
Despite its position as a leader in personal care, Rexona faced the challenge of addressing societal limitations on physical activity and broadening the scope of what it means to be an “acceptable mover.”
Kathryn Swallow, Global Brand Vice President at Rexona, stated: “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.”
The Solution
In partnership with Beyond Sport, Think Beyond, and Edelman (Rexona’s brand agency), Rexona initiated the Breaking Limits Programme, designed to dismantle barriers to physical activity.
The initiative was born from a strategic whitepaper outlining the critical role of movement as a human right and identifying existing obstacles. Think Beyond and Beyond Sport explored how to break down these barriers and how this could align with Rexona’s brand and purpose.
This laid the groundwork for the Breaking Limits Programme, which equips individuals aged 12-24 with the confidence to move however they want.
The initiative was initially launched in 2021 in Brazil, the UK, and the US. Due to its success, it expanded to Argentina and Mexico in 2022, and Australia, Colombia, India and New Zealand in 2023. The enthusiasm from Rexona teams worldwide has driven this expansion, reflecting the programme’s effectiveness and growing internal support.
It provides young people access to role models, community support, and safe spaces through:
- Breaking Limits Training Series: Free digital training modules and resources co-created with top sport for development organisations.
- Partnerships with NGOs: Collaborations with leading sport for development NGOs in eight countries to enhance coach training and empower young people.
- Engagement through schools: Pilot projects in UK schools, supporting teachers to integrate inclusive and accessible content into physical education.
- Amplification: Creating awareness of the power of movement and shining a light on the barriers that stand in people’s way.
The Impact
Since its inception, the Breaking Limits Programme has made significant strides, impacting young people across the globe. This scale of reach highlights Rexona’s commitment to inclusivity and the transformative power of movement.
- Recognition by the Laureus Sport for Good Index 2022 and 2023.
- 17 Training Series Modules launched focused on all facets of inclusion including disability, gender, mental wellbeing, LGBTQ+ inclusion and health and hygiene.
- 43 leading sport for development NGOs received training, support, and funding.
- 5,106 coaches reached.
- Enhanced coach and participant confidence in inclusivity in sports. In 2023, 93 percent of coaches learnt new topics relevant to their work, 92.7 percent acquired new skills, 91.9 percent feel confident to implement learnings into their programmes and 91.6 percent feel better able to achieve their goals.
- A pilot school program was launched in the UK through We Are Futures, deepening the impact in educational settings.
Rowena Luscombe, Senior Director at Think Beyond, who oversees the partnership said: “For a brand to have made such a strong commitment to supporting young people with the confidence and opportunity to move, over a sustained number of years, is truly inspiring. By focusing on training coaches in communities, Rexona is building capacity and ensuring that movement is accessible to all, regardless of their individualities.”
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