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Dove and Kylie Kelce’s Back Her Game Initiative

In a heartwarming initiative, beauty brand Dove has introduced Back Her Game, a national search designed to empower girls' sports teams across the United States. Announced on September 23, 2026, this campaign aims to choose one lucky girls' sports team to witness the FIFA Women's World Cup 2027™ in Brazil.

The Purpose Behind Back Her Game

The essence of Back Her Game is to celebrate and support girls’ sports by recognizing teams that foster joy and confidence among their players. Dove is on the lookout for teams where girls feel they belong and are uplifted, crucial elements that encourage them to thrive in sports.

Kylie Kelce, a prominent figure in this campaign, emphasizes the importance of supporting each other on the field: "As a coach, I appreciate this campaign, as it spotlights girls' sports teams that support one another, reminding girls everywhere that they belong on the field exactly as they are."

How to Participate

From now until October 4, 2026, eligible adult head or assistant coaches of girls' sports teams with members aged between 13 and 18 can participate. Coaches are invited to share public in-feed videos on Instagram or TikTok that showcase how their team builds confidence and enjoys the game. They need to tag @dove and use the hashtags #KeepHerConfident and #Contest in their captions.

Criteria for Selection

Dove plans to select the winning team based on how authentically the submission highlights joy and confidence within the sport. The selected team will receive a trip to Brazil for the FIFA Women’s World Cup 2027™, complete with hotel accommodations, financial assistance for airfare, new team kits, and a special Dove Body Confident Sport session facilitated by an educator from the Dove Self-Esteem Project.

Importance of the Initiative

The Back Her Game initiative builds on Dove's commitment to keeping girls in sports. Recent research indicates a troubling reality: one in two girls who quit sports report being criticized for their body type. The Dove Body Confident Sport program aims to address these issues, providing coaches with resources to cultivate a supportive environment for young girls in their sports teams.

Melissa Grevstad, Dove’s Head of Purpose, articulates the campaign's mission: “Girls deserve to experience everything sports can provide them—joy, confidence, connection, and belonging.” Through programs like Dove Body Confident Sport, the brand has made it a priority to equip coaches and families with the necessary tools to empower girls and enable their continued participation in sports.

Conclusion

As we approach International Day of the Girl on October 11, Back Her Game serves as a poignant reminder of the importance of nurturing girls' confidence in sports. Through initiatives like this, Dove aims to encourage young women to stay in the game, ensuring that sports continue to be a source of joy and community. For more details, including entry rules, visit DoveContest.

Dove’s longstanding mission to broaden the definition of beauty now extends beyond products, reaching into the realm of sports and self-esteem, demonstrating that beauty is indeed for everyone.