The Dove Super Bowl Ad Champions Girls’ Body Confidence in Sports
Laura McQuarrie — December 10, 2025 — Marketing
References: dove & prnewswire
In 2026, there will be a 30-second Dove Super Bowl LX commercial to look forward to in the game's second quarter, centered on empowering girls to keep playing the sports they enjoy.
Dove and Nike commissioned a survey to reveal girls' experiences in sports, the impact it has on their confidence, and the reasons they drop out. The study, which included over 3,500 Gen Alpha and young Gen Z girls, found that one in two girls quit sports by age 14 because of low body confidence. Dove's Body Confident Sport program, co-developed with Nike and launched in 2023 as part of the Dove Self-Esteem Project, targets girls ages 11 to 17 and builds body confidence in sports.
To amplify its core mission and campaign efforts, Dove is continuing its long-time partnership with Kylie Kelce, mom of four, podcast host, athlete and coach.
Dove and Nike commissioned a survey to reveal girls' experiences in sports, the impact it has on their confidence, and the reasons they drop out. The study, which included over 3,500 Gen Alpha and young Gen Z girls, found that one in two girls quit sports by age 14 because of low body confidence. Dove's Body Confident Sport program, co-developed with Nike and launched in 2023 as part of the Dove Self-Esteem Project, targets girls ages 11 to 17 and builds body confidence in sports.
To amplify its core mission and campaign efforts, Dove is continuing its long-time partnership with Kylie Kelce, mom of four, podcast host, athlete and coach.
Trend Themes
1. Body Positivity Athletics - A growing focus on body positivity in athletics seeks to empower young female athletes and counteract dropout rates due to body confidence issues.
2. Youth-centric Market Research - Brands are increasingly utilizing targeted surveys to understand the needs and challenges faced by Gen Alpha and Gen Z, paving the way for more effective campaigns.
3. Celebrity-driven Campaigns - Leveraging popular personalities like athletes and influencers in campaigns can amplify messages and connect more deeply with younger audiences.
Industry Implications
1. Sportswear Industry - Collaborations between sportswear brands and self-esteem advocacy groups unlock opportunities for designing athletic gear that promotes inclusivity and confidence.
2. Mental Health and Wellbeing - Initiatives focused on mental health and wellbeing in sports address critical needs for supportive environments to sustain youth participation.
3. Advertising and Marketing - Innovative advertising strategies that emphasize empowerment and inclusivity are transforming traditional marketing approaches, especially in high-visibility events like the Super Bowl.
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