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Sure announced as headline sponsor for Parallel Windsor 2023

The UK’s number one antiperspirant brand*, Sure, will support inaugural inclusive sports event and festival of inclusivity in Windsor Great Park on the 2nd July 2023 

The UK’s No.1 antiperspirant brand*, Sure will become this year’s headline sponsor for Parallel Windsor’s inaugural mass-participation sports event and Festival of Inclusivity on the iconic Long Walk in The Windsor Great Park on the 2nd July 2023

Parallel Windsor is an award-winning event which champions disability inclusion through an attitude of ‘no limits living.’ Welcoming all ages, health conditions and abilities, the flagship event aims to challenge everyone to get moving by taking part in a range of multiple running, walking, and pushing distances; including 100m, 1K, 5K and 10K. There will also be Parallel’s innovative SuperSensory 1K, supporting neurodiversity and participants with profound and multiple learning disabilities to exercise their senses over a series of challenges such as responding to sound, taste, and touch. 

Entry to Parallel Windsor will also include an inclusive family festival with music performances from acts including James Holt, The Adult Autistic Choir and Bader’s Big Band, a charity village, interactive games and sports, arts and crafts, story-telling, skills and careers and food and drink from around the world. 

Sure and Parallel are partnering to help support a more inclusive world where everyone has the confidence to move more. Sure recognises that the opportunity to move is not distributed equally in the UK and believes everyone should have the freedom to break the limits that hold them back from movement. 

As well as supporting Parallel, Sure is supporting inclusivity through the Sure Breaking Limits Programme which equips young people with the confidence and opportunity to move however they want. The programme supports youth sports organisations whose members face the biggest barriers to being active – including barriers due to disabilities. 

Through the Breaking Limits Training Series, an online training programme designed for coaches, Sure has also worked with leading experts in the sport for development space to create modules specifically on disability inclusion, to equip coaches, teachers and community leaders with the skills to adapt their programming for all ability levels and ensure that everyone is able to participate.

Sure and Parallel will be working together at Parallel Windsor to celebrate sport’s power to drive social change and community development; whilst encouraging everyone to break the limits that hold them back. 

“Sure is committed to inspiring confidence in everyone to move more and believes no one should be held back from breaking a sweat and enjoying the transformative benefits of movement. There are 11.5 million people in the UK living with some form of disability, yet, only two in five (40%) feel they are given the opportunity to be as active as they would like to be. We’re excited to be partnering with Parallel to help ensure people with disabilities have the confidence and opportunity to move more and to help ‘no limits living’ a reality for everyone.” **

Alice Duffill, Senior Brand Manager, Sure for Men and Sure for Women

“Parallel Windsor is about joyful movement in your own time and style. The chances of maintaining a regular routine of movement are much better when we are having fun doing it, rather than feeling like we are being punished. The opportunity to work with Sure as our headline partner to break limits not only gives us huge potential to help move disability inclusion from the margins to the mainstream, but we can also turn up the volume to encourage everybody of all ages and abilities to challenge themselves and get active.” 

Andrew Douglass, Founder of Parallel

“Many of our iconic visitor attractions in the Royal Borough, such as Windsor Castle, Legoland, The Savill Garden and Ascot Racecourse are already considered by many as some of the most accessible locations in the country. We are delighted to support Parallel Windsor, as we continue to build a world-class destination for every visitor and establish the Royal Borough as one of the most inclusive places in the UK to work, live and visit.”

Councillor Samantha Rayner, Deputy Leader of the Royal Borough of Windsor & Maidenhead and Cabinet Member for Business, Corporate & Residents Services, Culture and Heritage, & Windsor

Parallel Windsor takes place on 2nd July 2023.

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Media Information

Andrew Douglass, Parallel Lifestyle, / 07947 630 288 

About Parallel

Parallel is an innovative social enterprise; with a social mission to support the D/deaf, disabled and neurodiverse communities to be free to live life to the full with no limits in mainstream society. Their multi award-winning flagship event, coming to the Windsor Great Park for the first time, aims to remove barriers to enable as many people as possible of all ages, health conditions and abilities to challenge themselves and get active; whilst also creating significant fundraising opportunities for charities. An integral part of the overall event experience is a fully accessible Festival of Inclusivity; designed to provide a more immersive and interactive experience of disability inclusion.

About Sure

As the UK’s #1 antiperspirant brand, Sure believes movement has the power to transform lives. As a leading brand, Sure is proud to make products that keep millions of people staying fresh and protected while on the move, but they are committed to go much further. Using scale to do more good, not just less harm, Sure aims to inspire confidence in everyone to do more. 

Launched in 2021, Sure’s Breaking Limits Programme uses the power of sport and physical activity to equip young people with the confidence and opportunity to move more. The brand is working with leading sport for development NGOs in the UK, helping to empower young people who face the biggest barriers to being active, such as those who face discrimination due to their race, gender, or perceived ability. 

Find out more at: Breaking Limits Through The Power of Movement | Sure® UK (

* Nielsen Connect Express, MAT period ending 29.01.22 ** Based on an online survey of 1,000 participants in the UK conducted by Edelman Data & Intelligence in July 2021.

About the Royal Borough of Windsor & Maidenhead & VistWindsor

Royal Borough of Windsor & Maidenhead’s vision is to “create a sustainable borough of opportunity and innovation.” By valuing diversity and ensuring equality, residents and visitors alike will benefit from strengthened local communities where all people have the opportunity to participate and to reach their full potential. VisitWindsor is the industry-led Destination Management Partnership (DMP) for the Royal Borough of Windsor & Maidenhead. It brings a fresh approach and shared vision to develop the visitor economy sustainably and deliver expenditure growth across the wider area. 

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