Dove, the leading provider of self-esteem and body confidence education, has joined forces with Nike, a global advocate for athletes and sports, to introduce the groundbreaking Body Confident Sport online coaching program. This initiative aims to foster body confidence among 11–17-year-old girls, employing scientifically-proven coaching tools designed for their unique needs.
Coaches play a crucial role in creating a positive sports environment that prioritizes self-esteem over performance for young girls. Studies indicate that 74% of girls attribute increased confidence to their coaches, and 60% express interest in receiving coaching related to body confidence.
This program, the result of a two-year collaboration between Dove and Nike in partnership with renowned experts like the Centre for Appearance Research (CAR) and the Tucker Center for Research on Girls & Women in Sport, addresses the impact of the sports environment on girls’ self-esteem and body confidence.
Venus Williams, the tennis champion and entrepreneur, emphasizes the substantial pressure young girls often face in sports. These pressures go beyond performance and abilities, extending to unrealistic expectations about their appearances. This collaborative initiative with Dove seeks to nurture girls’ self-belief, promote a positive environment, and shift the focus from appearance to capability, fostering a more inclusive and welcoming space for girls in sports.
Laurie Hernandez, an Olympic gymnast with a gold medal, highlights the collective responsibility of coaches and athletes in creating inclusive spaces and positive experiences for girls in sports. Encouraging confidence through sports enables girls to enjoy a lifetime of physical activity and enjoyment in their chosen sports.
Adolescence is a pivotal time for girls, during which their bodies undergo significant changes. Engaging in sports and physical activities may lead to feelings of exposure and vulnerability to judgment, whether related to their abilities or appearance.
The research findings from Dove and Nike reveal that the sports environment significantly affects girls’ body confidence and self-esteem:
– 45% of girls who left sports felt discouraged due to judgments about their body.
– 50% of girls who left mentioned not feeling good enough.
Despite these challenges, girls recognize the benefits of sports. A significant number expressed that they would have greater body confidence if they had continued their involvement in sports.
The Body Confident Sport online coaching program has demonstrated its ability to reduce self-objectification and enhance body-esteem. It will be implemented through a global network of organizations in schools and sports clubs. This program aligns with Nike’s and Dove’s longstanding commitments to support girls and aims to reach over one million young individuals globally.
This initiative is part of Dove’s ongoing efforts, starting in 2004, to empower the younger generation with the tools to build body confidence and self-esteem. They strive to ensure that no young person is held back by a lack of self-esteem. In the sports arena, girls should feel confident and strong, yet the judgment and criticism they often encounter can damage their self-confidence and limit their self-belief. Collaborating with Nike allows both brands to take action toward a more equitable future for girls, both in sports and in daily life.
Nike’s commitment to ensuring all children have the opportunity to play and engaging girls who are physically less active aligns with this endeavor. Globally, girls face various cultural and social barriers that delay their entry into sports and lead to early dropout. The partnership between Dove and Nike, focusing on coaching and body confidence, strives to break these barriers. By empowering coaches with tools to instill confidence in girls and shifting the conversation from appearance to capability, the program aims to retain more girls in sports and help them experience the associated benefits. This collaborative effort envisions nurturing a new generation of female leaders and change-makers who will propel the world forward.
