Introduction: In a groundbreaking collaboration, Dove and Nike have joined forces to introduce the Body Confident Sport program. The initiative aims to boost girls’ confidence in their bodies when engaging in sports, ultimately contributing to their overall well-being. This innovative program stands as the first of its kind, offering scientifically proven training tools designed to enhance the physical appearance confidence of girls aged 11 to 17.
The Strategic Alliance of Dove and Nike: The partnership between Dove, a brand renowned for being a global leader in self-esteem and appearance confidence education, and Nike, a brand consistently advocating for athletes and sports, is a strategic move towards building more inclusive communities. Both brands have a long-term commitment to creating more inclusive brands and have worked extensively over the years to address social issues affecting their customers, making their alliance impactful and aligned with their goals.
A Successful Collaboration: While many brands attempt to make a significant impact through partnerships, not all collaborations succeed in effectively communicating their objectives or intentions. In the case of Dove and Nike, both brands demonstrate a long-term commitment to creating more inclusive brands. They have individually worked for years to address social issues affecting their customers, making their alliance impactful and aligned with their overarching goals.
Dove, in particular, has equipped the new generation of girls with tools to foster confidence and self-esteem. With a self-esteem program spanning over 15 years, Dove has aided parents, mentors, teachers, and youth leaders in providing proper education on self-esteem, reaching over 60 million young individuals to date.
“The sport has the potential to make girls feel confident and strong, but for many, the judgment and criticism they face in the sports environment damage their confidence and limit their self-esteem. We are proud to join forces with like-minded Nike to work towards a more equitable future for girls, both on and off the playing field,” shares Alessandro Manfredi, Dove’s Marketing Director.
Similarly, Nike emphasizes its commitment to driving positive change for girls and other communities. Last year alone, Nike provided access to games and sports for over 375,000 girls through various programs, equipping more than 17,000 coaches with resources to create more inclusive experiences.
“Worldwide, girls face complex cultural and social barriers, entering sports later and leaving earlier. Our partnership with Dove, and our unique focus on training through confidence in physical appearance, aims to change this situation. By shifting the conversation from the look of their bodies to what they can do – encouraging more girls to play sports and enjoy its benefits – we are creating the next generation of female leaders and change agents who will propel the world forward,” states Vanessa García-Brito, Vice President and Director of Social and Community Impact at Nike, Inc.
Research Foundation for Body Confident Sport: For the development of the program, Dove and Nike relied on research and understanding of their consumers by partnering with the Centre for Appearance Research and the Tucker Center for Research on Girls & Woman in Sport. Over two years of collaborative efforts included input from girls and coaches worldwide in France, India, Japan, Mexico, the United Kingdom, and the United States.
One notable finding from the study indicates that in the United States, 48% of girls who dropped out of sports received comments suggesting their bodies weren’t suitable for the activity. Furthermore, 69% stated they would have more confidence if they had continued participating in sports.
Body Confident Sport Program: The culmination of the partnership between Dove and Nike, the Body Confident Sport program, aims to provide coaches with the necessary materials to increase confidence, body image, and self-esteem in girls through sports, preventing them from abandoning sports activities.
The program consists of three interactive modules that individuals can complete at their own pace: Introduction to Body Image, Treatment of Negative Body Image, and Promotion of Body Image. One of the primary goals of the program is to empower adults to show interest and concern in helping young individuals succeed in various sports disciplines.
