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As the number one global top performance brand, Rexona (known as Sure in UK and Ireland) has partnered with the Williams Racing F1 team. As part of this opportunity, Rexona wanted to launch a special edition "Williams Racing" variant. As well as being a captivating sport for millions of passionate consumers worldwide, Formula One exudes performance in the same way that Rexona performs to keep you fresh with every move.

To celebrate this partnership, Echo were given the opportunity to design a limited edition "Williams Racing" Rexona variant for the European market. The challenge was to to capture the thrill of the F1 arena, while keeping the design consistent with the existing Motion Sense range. The design champions the iconic status of both Williams Racing and Rexona, championing the duality of passion and performance.