To promote "Pure Shores", All Saints performed the song on television shows such as "Top of the Pops", "", "Sen kväll med Luuk", "Wetten, dass..?", and "Later with Jools Holland". The song was also included on their sets for Witnness, V2000 and Creamfields festivals in August 2000. The group then performed "Pure Shores" at the 2000 MTV Europe Music Awards, which were held on 16 November 2000 at the Ericsson Globe in Stockholm, Sweden. "NME" magazine complimented their "flare-clad, pristine performance". A day later, they performed on BBC's "Children in Need" marathon. All Saints performed the song at the 2001 World Sports Awards, held at London's Royal Albert Hall on 16 January 2001. For the performance, Natalie Appleton wore a T-shirt emblazoned with the legend 'I Love Liam' as a reference to her boyfriend, The Prodigy's Liam Howlett. At the time, the group was at the verge of splitting up, with the media noting the "irreconcilable rift had indeed developed between the four" on stage.