BrandArena: Dove team up with Nike and Venus Williams to launch 'Body Confident Sport' program

Wednesday 25 October 2023

Dove team up with Nike and Venus Williams to launch 'Body Confident Sport' program

Dove has partnered with sportswear giant Nike and tennis legend Venus Williams to establish the "Body Confident Sport" online coaching programme, which seeks to assist young athletes in building body confidence and self-esteem. 

According to new research from the partnership reveals that 45% of teenage girls worldwide drop out of sports, which is twice as high as their male counterparts. This shocking statistic is primarily driven by a lack of body confidence.

In response to this dilemma, the Body Confident Sport online coaching programme was created as a first-of-its-kind, scientifically-proven collection of coaching tools to help 11-17-year-old females achieve body confidence.

The programme incorporates feedback from girls and coaches from six countries, including France, India, Japan, Mexico, the United Kingdom, and the United States, and the curriculum includes tools that have been scientifically proven in clinical trials with over 1,200 girls to improve girls' self-esteem and body confidence.

It will be given through a global network of organisations in schools and sports clubs, to reach over one million young people worldwide. 

"Sports have the potential to make girls feel confident and strong, yet for so many, the judgment and criticism they face within the sports environment is damaging their confidence and limiting their self-belief,” said Alessandro Manfredi, chief marketing officer at Dove.

“We are proud to team up with a like-minded brand like Nike to take action towards a more equitable future for girls – on and off the field."

The collaboration between both brands took two years to develop and included consultation with experts such as the Centre for Appearance Research (CAR) and the Tucker Centre for Research on Girls and Women in Sport. 

"Globally, girls face complex cultural and social barriers, and they also enter and drop out of sports later," Vanessa Garcia-Brito, VP, chief social & community impact officer of Nike, Inc., noted. Our collaboration with Dove, as well as our unique focus on teaching via body confidence, strives to change that. We're working together to tear down barriers by giving coaches the tools they need to empower girls with confidence for a lifetime. We believe we're building the next generation of female leaders and changemakers by moving the discourse from what their bodies look like to what their bodies can do, so more girls can stay in sports and reap the advantages."

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