REXONA BREAKING LIMITS PROGRAM

REXONA BREAKING
LIMITS PROGRAM

In partnership with Beyond Sport 

Inspiring Youth Confidence Through Movement

Movement is vital for physical, mental and social health and should be within everyone’s reach. However, 80% of young adults globally aren’t active enough, according to the World Health Organization.

Visible and invisible barriers keep many from feeling comfortable to move or accessing inclusive spaces. Issues like discrimination and lack of access to facilities impede activity. Cultural stereotypes related to gender, race, sexuality and assumed abilities undermine confidence and restrict opportunities.

 

Rexona Breaking Limits Programme logo

Breaking Limits

BREAKING BARRIERS TO MOVEMENT

In 2021, Beyond Sport partnered with Rexona (also known as Sure, Degree or Shield) to increase youth physical activity. The Rexona Breaking Limits Program helps young people overcome barriers related to gender, race or ability to improve their confidence to move more.

By cultivating self-esteem, teamwork and resilience and by training coaches, mentors and teachers, we create supportive environments for movement. This empowers young people to realize their power to break societal and self-imposed limits.

THE PROBLEM

A 2024 study found that 85% of adolescent girls and 78% of adolescent boys aren’t meeting the globally recommended level of 60 minutes of daily physical activity. This lack of activity boosts the risk of diseases like heart problems, cancer and diabetes, not to mention poor mental and overall health.

Cultural stereotypes and societal norms around gender, race, sexuality and perceived ability impact the belief of who is an “acceptable” mover. These narrow views crush confidence and limit chances to get moving. According to Rexona research, these mental and physical barriers make it even harder to stay active:

  • 2 out of 3 people struggle with motivation, primarily due to self-doubt.
  • 1 in 2 young people report feeling excluded from movement due to aspects of their identity, such as race and gender.
  • 7 out of 10 people are made to feel they are not capable of doing something by someone else.
  • Almost half say they feel self-conscious when doing physical activity, especially when trying something new.
  • 4 in 10 individuals across all ages fear judgment from others.
  • 66% of people globally believe society only celebrates winners.
Breaking Limits

HOW IT WORKS

The Rexona Breaking Limits Program uses sport and physical activity to give young people the confidence to overcome barriers and achieve more in their lives. It operates globally, offering a comprehensive digital training program and providing significant grants and capacity-building support.

These initiatives empower youth through sport, fostering inclusion, mental wellbeing and positive development outcomes. By providing access to sports-based programs and equipping coaches and community leaders with the skills to fuel long-term behavior change, the program is transforming young lives through movement.