2023-10-25 17:02:30
Translated by
Clementine Martin
Published on
25 oct. 2023
Dove and Nike presented their “Body Confident Sport” program on Tuesday, intended to improve the image that young sportswomen have of themselves and their body.
Dove has partnered with Venus Williams and several young athletes to launch Body Confident Sport. -Dove
According to a study carried out as part of this program, 45% of adolescent girls around the world stop playing sport, twice as many as young boys. A poor body image is the main reason given, causing the surprising gap observed between the two sexes.
To address this problem, the Body Confident Sport online coaching program aims to be a pioneer in this area, with scientifically tested coaching tools intended to improve the image that young girls aged 11 to 17 have of themselves. themselves and their bodies.
The program involved girls and sports coaches from six countries: France, India, Japan, Mexico, the United Kingdom and the United States. The effectiveness of the solutions proposed has been scientifically proven in studies carried out on more than 1,200 adolescent girls. Respondents noticed an improvement in their self-confidence and appreciation of their body.
It will be offered by a network of organizations, via schools and sports clubs, and is expected to reach more than a million young people around the world.
“Sport can be a powerful self-esteem tool for girls, yet for many of them, the judgment and criticism they face in sports has a deleterious effect on their self-confidence. them and pushes them not to believe in themselves,” regrets Alessandro Manfredi, the marketing director of Dove.
“We are proud to collaborate with a brand like Nike, who shares our vision and wants to take action to promote a more equitable future for girls, on the sports field and in everyday life.“
The partnership between the two brands dates back two years and has involved collaborations with experts including the Center for Appearance Research (CAR) and the Tucker Center for Research on Girls & Women in Sport (Tucker Center for Research on Girls and Women in Sports).
Vanessa Garcia-Brito, vice president and director of social and community impact at Nike, Inc., adds: “In general, girls face complex cultural and social barriers. They start sports later and they stop sports earlier. Our partnership with Dove, and our unique coaching solution through body image improvement, aims to change this reality. Together, we are trying to remove the obstacles that girls face by giving sports coaches tools to help them gain confidence in their entire lives. We shift the conversation from talking about what their bodies look like to what they can do. This way, more girls will be able to continue sport and feel the benefits. We are creating a new generation of female leaders and girls determined to make things happen that will revolutionize the world.“
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