Dove & Nike are Launching Body Confident Sport for Girls
Laura McQuarrie — October 25, 2023 — Lifestyle
Achieving body confidence often involves subtle mindset shifts and with proper support and encouragement, young girls can develop a more positive self-image, leading to increased self-esteem and a healthier sense of self-worth—and this is what Dove and Nike are on a mission to do with Body Confident Sport. This first-of-its-kind online coaching program for girls between the ages of 11 and 17 taps into scientifically proven coaching tools to boost body confidence.
Over the course of two years, the brands worked with experts from the Centre for Appearance Research and the Tucker Center for Research on Girls & Women in Sport to address how the sports environment impacts girls' body confidence and self-esteem. Entrepreneur and tennis champion Venus Williams is also part of the project and helping to raise awareness of the breakthrough online program for Gen Z and Gen Alpha girls.
Over the course of two years, the brands worked with experts from the Centre for Appearance Research and the Tucker Center for Research on Girls & Women in Sport to address how the sports environment impacts girls' body confidence and self-esteem. Entrepreneur and tennis champion Venus Williams is also part of the project and helping to raise awareness of the breakthrough online program for Gen Z and Gen Alpha girls.
Trend Themes
1. Body Confidence Coaching Programs - Dove and Nike are launching an online coaching program to boost body confidence in girls, leveraging scientifically proven coaching tools.
2. Positive Mindset Shifts - Achieving body confidence involves subtle mindset shifts and support, leading to increased self-esteem and a healthier sense of self-worth.
3. Sports Environment Impact - The sports environment can have a significant impact on girls' body confidence and self-esteem, which Dove and Nike aim to address with their coaching program.
Industry Implications
1. Fitness - The fitness industry can benefit from incorporating body confidence coaching programs to promote positive self-image in girls.
2. Sports Apparel - The sports apparel industry can tap into the growing demand for body-confident sportswear with the rise of coaching programs like Dove and Nike's.
3. Online Coaching - The online coaching industry can capitalize on the success of body confidence coaching programs, catering specifically to the needs of young girls.
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