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Nike and Dove team up to build body confidence in girls

The Body Confident Sport program aims to address the challenge of keeping girls in sports

Nike/Dove Body Confident Sport Photo by: JP Yim/Getty Images for Dove

Nike and Dove have joined forces to launch the Body Confident Sport program, an innovative online coaching initiative aimed at building body confidence in girls worldwide. This new partnership seeks to address the challenges faced by girls in sports, encouraging them to stay active and confident as they navigate adolescence.

Statistics reveal alarming drop-out rates among girls participating in physical activities, with body image concerns often cited as a contributing factor. According to the new findings from Dove and Nike in Canada:

Nike/dove body confident sport
NEW YORK, NEW YORK – OCTOBER 24: Venus Williams attends Body Confidence Coaching With Dove and Nike on October 24, 2023 in New York City. Photo: JP Yim/Getty Images for Dove
  • 44 per cent of girls dropping out were told they don’t have the right body for sport and 45 per cent were objectified or judged on their physical appearance.
  • 50 per cent of girls dropping out were told that they are not good enough.
  • Girls, nonetheless, understand the benefits of sport, with two in three saying they would be more body confident if they had stayed in sport for longer.

Recognizing the importance of promoting positive body image, the Body Confident Sport program provides coaches with the materials they need to tailor their coaching strategy to inspires girls’ body confidence, rather than detracting from it. It aims to equip girls with the tools and support they need to embrace their bodies and continue their involvement in sports.

Nike/Dove Body Confident Sport
NEW YORK, NEW YORK – OCTOBER 24: Venus Williams attends Body Confidence Coaching With Dove and Nike on October 24, 2023 in New York City. Photo: JP Yim/Getty Images for Dove

Developed in collaboration with tennis legend Venus Williams and Olympic gold medal-winning gymnast Laurie Hernandez, the program offers a supportive and inclusive environment for girls to build confidence and resilience through physical activity. “I believe that by empowering girls to stay active and confident, we are helping them grow into strong and resilient women,” says Williams.

Hernandez also highlights the significance of this initiative. “The Body Confident Sport program is not just about improving athletic performance, but also about fostering self-esteem and mental health,” she says. “Every girl deserves the opportunity to feel confident and empowered through sports.”

Williams and Hernandez are encouraging parents, coaches and educators to get involved in the program to help promote a more inclusive and supportive environment for girls in sports. To learn more about the Body Confident Sport initiative and get involved, visit the official website

 

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