Revolutionary Partnership: Nike and Dove Join Forces to Empower Teen Girls in Sports
Nike and Dove collaborate to combat high dropout rates of teenage girls in sports by creating a comprehensive program, developed with academic input, aimed at equipping coaches with effective strategies to boost young athletes' self-assurance and motivation
Article Brief:
Dove has partnered with Nike to launch a collaborative program addressing the high dropout rate of teenage girls from sports, according to a press release.
Collaborating for the first time, the brands are launching the Body Confident Sport initiative specifically designed for individuals aged 11 to 17. This program, meticulously developed over a span of two years, consists of informative guides in various languages that aim to empower coaches in fostering confidence in their students.
Dove and Nike are ensuring that resources related to Body Confident Sport are easily accessible through a dedicated website. Their ultimate goal is to impact one million young individuals worldwide through their efforts. Adding to their outreach, Dove has actively engaged ambassador Venus Williams to raise awareness about the initiative.
Article Insight:
In a joint effort to address a concerning trend affecting both their brands, Dove and Nike have joined forces. Nike, the sportswear marketer, is incorporating Body Confident Sport into a larger initiative that aims to promote girls' involvement in sports globally and enhance representation in the coaching field. This collaborative project also aligns with Dove's longstanding commitment to promoting body confidence, as reflected in its Self-Esteem Project. By addressing issues such as the impact of social media on teenagers' mental well-being, the initiative signifies a shared dedication to empowering young individuals.
The latest partnership between Dove and the apparel brand aims to address the issue of teenage girls quitting sports. Recent data reveals that globally, 45% of teenage girls are leaving sports, mainly due to body dissatisfaction. This dropout rate is twice as high as boys in the same age group. Additionally, factors specific to women, like experiencing their first period, can further contribute to the pressures of participation in sports. Bullying also plays a significant role in this trend, with 56% of young girls in the U.S. leaving sports due to body shaming and 48% being told that they do not possess the ideal body type for success, as found by the brands' research.
Many girls see coaches as sources of inspiration, with 76% of young women surveyed in the U.S. stating that they would continue participating in sports if they had a coach they could relate to. Additionally, 61% expressed interest in receiving body confidence education from their coaches. Body Confident Sport aims to address these needs by providing coaches with the necessary tools. This program, which can be accessed online, was developed in collaboration with experts from renowned organizations such as the Centre for Appearance Research and the Tucker Center for Research on Girls & Women in Sport. Input from 5,000 teenagers from various countries, including France, India, Japan, Mexico, the United Kingdom, and the U.S., was also taken into account during the program's design. Clinical trials involving 1,200 participants have proven the effectiveness of the program.
In 2021, Always, a feminine care brand owned by Procter & Gamble and rival of Unilever, collaborated with Walmart to launch the #KeepHerPlaying initiative. This initiative aims to raise funds for the Women's Sports Foundation, emphasizing the ongoing significance of purpose-driven marketing for marketers who strive to demonstrate the positive impact of their businesses on society.
