A majestic iceberg in vibrant blue water, representing the power of breaking limits with Sure's 'Watch Me Move' campaign.

EMBRACE MOVEMENT: WATCH ME MOVE

Sure champions the belief that movement is for everyone. We understand that the fear of judgment can often prevent us from getting up and moving more. Our mission is to transform this fear into empowerment, inspiring you to overcome doubts and move with confidence, regardless of who is watching. Discover the spirit behind every Sure deodorant advert.

Sure's commitment to empowering movement for all, as seen in our 'Watch Me Move' campaign.

We believe movement has the power to transform lives. But we know there are barriers standing in the way. Too many people face judgement because of their age, race, gender or perceived ability.

We’re on a mission to inspire those who face judgement with the confidence to keep moving - regardless of who’s watching. Because everyone should be able to experience the many benefits movement brings.

*Based on an online survey of 1,000 participants in the UK conducted by Edelman Data & Intelligence in July 2021.

BREAKING LIMITS WITH THE POWER OF MOVEMENT AND SURE

Everyone should be able to experience the incredible physical, social, and mental benefits movement provides. At Sure, we are actively working to create a world where everyone has the confidence and opportunity to move more, freely and without hesitation.

That's why we've established the Sure Breaking Limits Programme. In partnership with leading NGOs across the UK, we are providing millions of young people with access to movement-based programmes, expert coaching, and vital mentorship. This initiative empowers them to transform their lives through the power of movement, embodying the spirit of our 'Watch Me Move' campaign and every Sure advert.

Discover more about breaking limits

BASHIR

Model

“I’m a handsome mother, that’s probably why they’re looking.”

When you’re one-of-a-kind – people are going to stare. And Bashir never lets fear of judgment hold him back from moving – no matter who’s watching. “When people look at me, I assume it’s a positive rather than a negative. That helps me. They have a right to look, and I have a right to feel beautiful.” Born to stand out, Bashir knows that if the world’s going to look at you, you’d better give it something amazing to look at.

ANOUSHÉ

Paraclimber

“When I’m on the wall, life disappears”

There’s resilient. There’s determined. And then there’s Anoushé. When she’s climbing, people can’t help but stare - that’s what happens when you move in ways that seem impossible for your body. “I’m free on the wall. It allows me to do things I can’t do in my day-to-day life—it lets me dance.” The paraclimbing ambassador is proof that when you believe in yourself, nothing can stop you – not even a sheer rock face.

RATNI

Wheelchair Rugby Player

“People look at me in disbelief. So, I want to really show them that I can play.”

True grit comes in all shapes and sizes. And that’s no more evident than Ratni. Fearless and focused, she’s got fighting spirit to spare – a must when you compete in one of the world’s most brutal sports. “Wheelchair rugby is dangerous – I was scared at first because I saw people crash and collide. But after trying it, I found it really fun.” Ratni knows that we can let fear hold us back, or we can tackle it head on.

LEON

Dancer

“If I hear music, I’m the person that’ll get the party going.”

Jaws drop when Leon hits the dancefloor. With moves as electric as his, he doesn’t need to defend his right to dance – he just lets his body do the talking. “Dance is a language everyone understands. Through my movement, I can truly express myself.” Leon moves how he wants, when he wants, and proves dance is for EVERY body.

BETHANY

Pro Surfer

“Don’t let fear of what other people think stop you”

Bethany does it all. And she does it with one arm. For the surfing megastar, movement is her passion - a reason to wake up every morning. “Doing something that makes us happy is important. Life’s all about having fun and making the most of each day. Who cares what anyone thinks!” A one-woman engine of positivity, Bethany inspires millions of people through her joy of movement.

SEAN

Manchester City Amputees & England

“Yeah, I’ve got a disability, but I’ve just beaten you five nil.”

Sean is unreal on the pitch. His skills aren’t just dazzling for an amputee footballer –they’re elite for any level. The Manchester City FC Amputee player is fuelled by a desire to prove himself – especially against non-disabled footballers. “There’s always a doubt that I should be on the pitch. But after training, people will often ask if I can be on their team – that’s the best way to beat them.” Sport is meritocracy, and Sean shows that talent always shines through.

LAUREN

Dancer

“When I’m at Zumba, other people notice me. Because I’m a good dancer.”

Lauren dances like nobody’s watching. Whether street, African or Latin, if it’s high energy she’s passionate about throwing shapes to it. Totally unafraid to move in her own way, she encourages others to forget their fears and get on the floor. “If someone wants to go to dance classes, I’d say have the best fun, be free and enjoy the music.” For Lauren, happiness is about dancing to your own beat, without worrying what others think.

WINSTON

Bodybuilder

“People think I’m overdoing it, that I’m too old. But age is just a number.”

At 84-years-young, Winston is proof that fitness is forever. He started hitting the weights at 17, and now 67 years later, still takes pride in pumping iron. “Exercise isn’t just about staying healthy – it’s about being happy. What others think doesn’t stop me.” With a few miles on the clock, but plenty left in the tank, Winston goes to show that movement is for everybody, regardless of where they are in life.