Dove Reinforces Body Confidence Agenda at Major Football Event Once Again

Dove, a leading beauty brand, is once again taking center stage at one of football's most significant events, marking its third consecutive year of supporting body confidence initiatives. The company has made it a priority to address the urgent need for heightened self-esteem among girls, particularly in the sports arena.

During the highly anticipated 2026 Super Bowl, Dove will present a powerful 30-second advertisement that aims to encourage girls to participate in sports with confidence and joy. This initiative is part of their ongoing commitment to inspiring self-assurance in young females, urging them not to shy away from pursuing the athletic activities they enjoy.

The advertisement comes as a result of a collaboration with the advertising agency Ogilvy, and it is set to air in the second quarter of the game. It serves as a reminder that sports can play a vital role in cultivating confidence and resilience in girls, combating the pressures that often force them out of the sports they love. As stated by Marcela Melero, Chief Growth Officer for Dove Personal Care Masterbrand in North America, "Sports have the power to build confidence, resilience, and joy, yet body pressures continue to push too many girls out of the sports they love."

Dove's commitment to body confidence is reinforced by research indicating that 50% of girls abandon sports by age 14 due to lack of body confidence. Recognizing this alarming statistic, Dove has been actively working to change the narrative around girls in sports through its Body Confident Sport Program, initially launched in collaboration with Nike in 2023. This program is a crucial part of the Dove Self-Esteem Project, which has provided free and evidence-based resources to parents, teachers, and mentors since 2004.

Over the past two decades, the Dove Self-Esteem Project has reached an impressive 137 million young people across more than 150 countries. The company aims to expand this outreach to 250 million youths by 2030. Each purchase of Dove products contributes to keeping girls in sports, a mission that is not only vital but also impactful.

In addition to its mindful advertising efforts, Dove has prioritized partnership with Kylie Kelce, a well-known advocate and mother of four who has been closely associated with the brand for several years. Her relatable and motivational stance enhances Dove's mission to instill and uphold self-esteem among girls not just on the playing field but in all aspects of life.

Kylie, a podcast host, athlete, and coach, perfectly embodies the values Dove seeks to promote. She expresses a strong correlation between achieving body confidence and staying involved in sports, emphasizing that girls should feel empowered and supported as they grow into their athletic identities.

As Dove continues to elevate its message on football's grandest stage, the commitment to empower girls through sports remains unwavering. The campaign not only targets a wide audience of viewers during the game but also stirs up dialogue about the importance of self-esteem among young athletes. By highlighting these issues, Dove aims to alter perceptions surrounding body image and sports participation.

As the movement grows, Dove encourages everyone to join in the conversation to #KeepHerConfident, advocating for a future where girls feel valued and strong in their bodies. This mission is more than just a marketing campaign; it is a societal push towards embracing diversity in body types, fostering strength, and creating a supportive community.

Ultimately, the campaign reflects Dove's long-standing commitment to redefining beauty standards around the globe. This holistic approach not only champions body positivity but also motivates individuals to appreciate their unique qualities, contributing significantly to the development of a confident and empowered generation of women who will thrive in sports and beyond.