Dove Targets Sports Dropout Rates with Body Confidence Campaign

The campaign centers on the urgent need to shift how young athletes perceive their bodies. Through the Body Confident Sport program and the Body Confident Collective, Dove is deploying tools for coaches, parents, and mentors to ensure girls are valued for their athletic performance rather than their appearance. During the FIFA World Cup 2026, the brand launched its 'The Game Is Ours' campaign, which challenges negative body talk through immersive fan experiences in New York, New Jersey, Los Angeles, and Dallas.

In Las Vegas, the focus shifted to mentorship during Flavor Flav's SHE Weekend. A panel moderated by Odessa Jenkins featured prominent athletes including Ilona Maher, Hilary Knight, and Alyssa Thompson, who shared personal strategies for navigating the immense pressure young competitors face. The event also included a workshop for the Boys & Girls Club of Southern Nevada, providing a space for girls to explore the joy of movement. Marcela Melero, Chief Growth Marketing Officer at Dove, noted that the goal is to create environments where the next generation feels they have a rightful place in sports. By integrating these efforts into the global sports calendar, the brand aims to reach its goal of educating 250 million young people by 2030.