For the first time ever, Dove has teamed up with Nike 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 cause. The Body Confident Sport goal was created to help girls and young people of all gender identities feel more comfortable being active and participating in sports, with the aim to empower coaches and athletes around the world to celebrate the truly amazing things active bodies can do.
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.
“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,” said Venus Williams, tennis champion, entrepreneur, and Dove partner.
Girls across the UK have reported feeling judge, mocked, or criticised while participating in athletics. Confidence sparks the journey of empowerment that is found first in ones self. Let’s give girls the coaching tools to build their body confidence which will only go beyond sports to be a positive impact towards their future.
