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13 Dec

Dove Teams With Nike, Venus Williams for Latest Self

Dove’s Self Esteem Project is entering its next chapter.

As a part of the long-standing body positivity campaign, Dove has teamed with activewear giant Nike and tennis legend Venus Williams to launch the “Body Confident Sport” online coaching program, which goals to assist young athletes construct body confidence and self-esteem.

In line with research from Dove and Nike, low body confidence — which is usually exacerbated in a sports environment — is the most important driver of women dropping out of sports. The businesses’ findings report that girls drop out of sports at twice the speed that boys do globally; 48 percent of women have been told they “don’t have the appropriate body” for sports, and 61 percent of women could be focused on hearing from coaches about body confidence and education.

To that end, Body Confident Sport features interactive training modules designed to assist “coaches” — the literal kind, or parents, siblings and educators — combat negative body image and instill confidence in young athletes. The videos and workbooks can be found in seven languages and touch on topics including listening to 1’s body, methods to challenge harmful body talk in sports and understanding bodily functions.

The initiative marks the primary time Dove has teamed with an apparel company for its Self Esteem Project, which launched in 2004 with the goal of providing individuals with accessible self-esteem education.

Since then Dove has partnered with figures and corporations including pop singer Lizzo; UNICEF, and Cartoon Network’s animated show “Steven Universe” to amplify its message of self-acceptance. The campaign has also long advocated against photo retouching and editing, warning of the results they’ll have on young people within the age of social media.

Dove said it goals to succeed in 1 million individuals with Body Confident Sport, and 250 million people by 2030 with the Self Esteem Project. The project debuts during what has been a significant 12 months for female sports — from the fiftieth anniversary of Billie Jean King’s “Battle of the Sexes” win, to Latest York Liberty’s record-breaking season.

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