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Dove and Nike Join Forces to Help Girls Stay in Sports

Posted : 26 October 2023
Dove and Nike are teaming up to tackle one of the biggest challenges facing teenage girls today: body dissatisfaction.

A staggering 45% of teenage girls worldwide drop out of sports because they don't feel good about their bodies. That's why Dove, the leading provider of self-esteem and body confidence education, and Nike, the iconic sportswear brand, have launched the Body Confident Sport online coaching program.

This first-of-its-kind program is scientifically proven to boost body confidence in girls aged 11-17. It was developed over two years in collaboration with experts in the field, including the Centre for Appearance Research CAR-UWE and the Tucker Center for Research on Girls & Women in Sport.

The program is based on the following key findings from research:

45% of teenage girls globally drop out of sports due to low body confidence, twice the rate of boys.
48% of girls who dropped out in the US were criticised for not having the "right" body for sports, while 56% were objectified or judged based on physical appearance.
83% of girls credited their coaches for helping them feel confident, and 61% expect to hear more about body confidence education from their coaches.
With the support of Dove ambassador Venus Williams, the Body Confident Sport program will be accessible through schools and sports clubs globally, with the goal of reaching over one million young people.

This partnership is a beacon of hope for girls everywhere. By combining their expertise and resources, Dove and Nike are taking a critical step in addressing the issue of body confidence in sports.

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