We recently discussed whether consumers want brands to make social statements with our sister publication, To struggle, The main consensus is that rather than making broad social media statements, consumers want brands to make concrete changes to better their broader communities.
Nike and Dove are doing just that with their recent partnership that is incredibly on-brand and has the potential to make a positive impact.
Last month, Nike and Dove announced a new initiative called Body Confident Sport – a package of coaching tools and resources to build body confidence among girls ages 11 to 17 through sports participation.
The two brands conducted a global survey of 2,000 participants to better understand trends related to girls’ participation in sports around the world. The survey found:
- 45% of girls quit sports during their teenage years due to the effects on body image and self-esteem associated with puberty.
- 74% of girls surveyed said their coaches had a positive impact on their self-confidence
Body Confident equips sports coaches with the tools and resources they need to instill confidence in their female athletes, making them more likely to continue participating in sports.
Participating in sports has various benefits for women and girls including:
- Increase in confidence and self-esteem
- Decreased risk of health problems like breast cancer and osteoporosis
- better academic performance
- Enhance leadership, teamwork and goal-setting skills
Why does this partnership make sense for Dove and Nike?
Dove has been a champion of positive body image for years. Through the Dove Self-Esteem Project, the brand has developed various campaigns and resources to support physical literacy and confidence in young girls around the world.
As a leading fitness apparel brand, Nike has a vested interest in the world of athletics and is focused on increasing girls’ participation in sports.
Earlier this year the brand premiered “You Got This” – a YouTube series that highlights the impact of athletic participation for young girls. Nike also partnered with Spotify to develop the Make Moves Fund, which awarded grants to UK-based organizations that support physical and creative activities for girls.
The Body Confident Sport initiative is an example of companies that put resources behind a social cause that aligns with each brand’s values and customer base.
