THE WHAT? Dove and Nike are banding together to launch the Body Confident Sport online coaching program. Billed as a first-of-its-kind, scientifically proven set of tools to build body confidence in 11- to 17-year-old girls, the initiative was co-developed by the two brands in partnership with world-renowned experts.
THE DETAILS The initiative will be promoted by tennis legend and Dove spokesperson Venus Williams and Nike brand ambassador and Olympic Gold Medal gymnast, Laurie Hernandez.
THE WHY? Alessandro Manfredi, Chief Marketing Officer, Dove, comments, “Since 2004, Dove has been working to arm the next generation with tools to build body confidence and self-esteem so that no young person is held back. As the world’s leading provider of self-esteem and body confidence education for girls, we have a responsibility to support girls wherever their self-esteem is at stake. Sports have the potential to make girls feel confident and strong, yet for so many, the judgement and criticism they face within the sports environment is damaging their confidence and limiting their self-belief. We are proud to team up with a likeminded brand like Nike to take action towards a more equitable future for girls – on and off the field.”