10.25.23
Dove has teamed up with Nike to launch the Body Confident Sport online coaching program, a scientifically-proven set of coaching tools designed to build body confidence in 11–17-year-old girls.
Co-developed by the two brands over the course of two years, in partnership with world-renowned experts, including the Centre for Appearance Research (CAR) and the Tucker Center for Research on Girls & Women in Sport, Body Confident Sport addresses new findings on how the sports environment impacts girls' body confidence and self-esteem.
"We know that sports offer girls enormous benefits," adds Gold Medal Olympic Gymnast Laurie Hernandez. "Coaches and athletes alike have a collective responsibility to create inclusive spaces and positive experiences that give all girls an opportunity to discover the power of sports. Sports fuels confidence, which in turn enables girls to enjoy a lifetime of moving and playing the sports they love. This is why I'm so proud to team up with Nike to support Body Confident Sport."
The Body Confident Sport online coaching tool is proven to reduce self-objectification and increase body-esteem and will be delivered through a global network of organizations in schools and sports clubs. The program builds on Nike's and Dove's longstanding commitments to support girls and aims to reach more than one million young people around the world.
“Sports have the potential to make girls feel confident and strong, yet for so many, the judgement and criticism they face within the sports environment is damaging their confidence and limiting their self-belief. We are proud to team up with a likeminded brand like Nike to take action towards a more equitable future for girls – on and off the field," says Alessandro Manfredi, Chief Marketing Officer, Dove.
“By shifting the conversation from what their bodies look like to what their bodies can do – so more girls can stay in sports and experience the benefits – we believe we're creating the next generation of female leaders and changemakers who will move the world forward,” remarks Vanessa Garcia-Brito, VP, Chief Social & Community Impact Officer, Nike, Inc.
Co-developed by the two brands over the course of two years, in partnership with world-renowned experts, including the Centre for Appearance Research (CAR) and the Tucker Center for Research on Girls & Women in Sport, Body Confident Sport addresses new findings on how the sports environment impacts girls' body confidence and self-esteem.
Nurturing Self-Belief & Confidence in Girls
Working in partnership with Dove, Venus Williams, tennis champion and entrepreneur comments, "In sports, girls often face a tremendous amount of pressure – not just around performance and abilities, but also because of unrealistic expectations around their appearances. I am excited to be working with Dove on this initiative to help nurture girls' self-belief and confidence, foster a positive environment, and shift the conversation from appearance to capability. Our shared goal is to make sports a more inclusive, welcoming space for girls everywhere.""We know that sports offer girls enormous benefits," adds Gold Medal Olympic Gymnast Laurie Hernandez. "Coaches and athletes alike have a collective responsibility to create inclusive spaces and positive experiences that give all girls an opportunity to discover the power of sports. Sports fuels confidence, which in turn enables girls to enjoy a lifetime of moving and playing the sports they love. This is why I'm so proud to team up with Nike to support Body Confident Sport."
Reducing Self-Objectification & Increasing Body Esteem
According to the new findings from Dove and Nike, the sports environment impacts girls' body confidence and self-esteem:- In the US, 48% of girls dropping out were told they don't have the right body for sports and 56% were objectified or judged on their physical appearance.
- 51% of girls dropping out were told that they are not good enough.
- Yet girls understand the benefits of sport, with 69% saying they would be more body confident if they had stayed in sport for longer.
The Body Confident Sport online coaching tool is proven to reduce self-objectification and increase body-esteem and will be delivered through a global network of organizations in schools and sports clubs. The program builds on Nike's and Dove's longstanding commitments to support girls and aims to reach more than one million young people around the world.
“Sports have the potential to make girls feel confident and strong, yet for so many, the judgement and criticism they face within the sports environment is damaging their confidence and limiting their self-belief. We are proud to team up with a likeminded brand like Nike to take action towards a more equitable future for girls – on and off the field," says Alessandro Manfredi, Chief Marketing Officer, Dove.
“By shifting the conversation from what their bodies look like to what their bodies can do – so more girls can stay in sports and experience the benefits – we believe we're creating the next generation of female leaders and changemakers who will move the world forward,” remarks Vanessa Garcia-Brito, VP, Chief Social & Community Impact Officer, Nike, Inc.
