For the first time ever, Dove – the world’s largest provider of self-esteem and body confidence education – has teamed up with Nike – the biggest champion of athletes and sport – to launch the Body Confident Sport online coaching programme. Body Confident Sport is an entirely unique, scientifically-proven set of coaching tools to build body confidence in girls aged 11-17.
New research from Dove and Nike revealed that 57% of teenage girls drop out of sport in the UK, at twice the rate of boys, with low body confidence as the biggest driver. The Body Confident Sport initiative was created to help girls and young people of all gender identities feel more comfortable being active and participating in sport, with the aim to empower coaches and athletes around the world to celebrate the truly amazing things active bodies can do.
A look at the research that has emerged from the UK specifically:
- At 12, girls are dropping out of sport at x2 the rate of boys
- 53% of girls dropping out of sport were mocked, criticised and bullied because of their body size
- 53% of girls dropping out of sport were objectified, sexualised and judged for their appearance
- 73% of girls say their coach was the reason they felt more confident
As part of this initiative, Dove has partnered with Venus Williams, tennis champion and entrepreneur. Venus has commented:
“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.”
The tool has been 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, and addresses new findings on how the sports environment impacts girls’ body confidence and self-esteem.
