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Dove and Nike have teamed up to launch the Body Confident Sport program with a mission to boost girls’ body confidence in sports. The Body Confident Sport program is a first-to-market, providing a scientifically proven set of online coaching tools to build body confidence in 11 to 17-year-old girls.
It’s a match made in partnership heaven: Dove is one of the world’s largest providers of self-esteem and body confidence education and Nike is one of the world’s biggest champions of athletes and sports. Who better to team up then these two brands who have been on a journey to build more inclusive brands and communities?
It’s never easy to find the right brand partnership, where values and missions are aligned from the start, especially when considering what role brands can play in helping to tackle some of the biggest challenges facing society today. Marketers, using the Dove x Nike partnership as a blueprint, here are three questions to ask yourselves when considering whether this is the right partnership for your brand.
Why is this the right fit and partnership?
Both Dove and Nike have a long-term commitment to building more inclusive brands. They have both had their ups and downs on their journey and remain committed to solving societal problems affecting their consumers. By teaming up, they can have a bigger impact.
Dove has been equipping the next generation with tools to help build confidence and self-esteem. For over 15 years, Dove’s self-esteem project has been helping parents, mentors, teachers and youth leaders deliver self-esteem education, reaching over 60 million young people to date.
“Sports have the potential to make girls feel confident and strong, yet for so many, the judgment and criticism they face within the sports environment is damaging their confidence and limiting their self-belief. We are proud to team up with a like-minded brand like Nike to take action towards a more equitable future for girls—on and off the field,” says Alessandro Manfredi, chief marketing officer of Dove.
Nike also has a strong commitment to drive positive change for girls and their communities. Just last year, more than 375,000 girls accessed play and sport through Nike Inc. partners’ diverse programs. Nike has equipped more than 17,000 coaches with resources to create more inclusive experiences for kids.
