# Empowering Body-Confidence Sports Ads Dove's 2024 Super Bowl Ad Will Inspire Young Girls By Ell Smith | Published 2024-01-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/doves-2024-super-bowl References: [beautypackaging](https://www.beautypackaging.com/contents/view_breaking-news/2023-12-18/dove-returns-to-super-bowl-with-message-of-body-confidence-for-girls-in-sports/?widget=listSection)  [Dove](https://www.trendhunter.com/trends/dove-super-bowl) is set to make a powerful return to the 2024 Super Bowl, bringing a 30-second TV commercial that will debut during the first quarter of the big game. The beauty brand made waves in 2006 with a Game Day ad emphasizing the significance of boosting self-esteem in young girls, and this time, the focus remains on spreading a vital message about fostering [body confidence in girls](https://www.trendhunter.com/trends/body-appreciation-program) to encourage their continued participation in sports. In collaboration with [Nike](https://www.trendhunter.com/trends/dove-teams-up-with-kylie-kelce), Dove co-commissioned research revealing that 45% of teenage girls globally abandon sports due to low body confidence. In response, they introduced "Body Confident Sport," a pioneering and scientifically-proven set of coaching tools specifically designed to enhance body confidence in 11-17-year-old girls. This initiative aligns seamlessly with Dove's commitment to making sports an inclusive space where all girls can thrive and feel a sense of belonging. Image Credit: Dove ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 91% | Activity: 88% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Body Confidence in Sports:** The focus remains on spreading a vital message about fostering body confidence in girls to encourage their continued participation in sports. - **Co-commissioned Research:** In collaboration with Nike, Dove co-commissioned research revealing that 45% of teenage girls globally abandon sports due to low body confidence. - **Enhancing Body Confidence:** Introducing 'Body Confident Sport,' a pioneering and scientifically-proven set of coaching tools specifically designed to enhance body confidence in 11-17-year-old girls. ### Sectors Adopting This - **Beauty Products:** Dove, a beauty brand, is using their platform to spread a vital message about fostering body confidence in girls. - **Sports Apparel:** In collaboration with Nike, Dove aims to address low body confidence in girls through their 'Body Confident Sport' initiative. - **Market Research:** Dove's co-commissioned research with Nike reveals the alarming statistic of 45% of teenage girls globally abandoning sports due to low body confidence. ## Related on Trend Hunter - [Esteem-Boosting Campaigns](https://www.trendhunter.com/trends/dove-super-bowl.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Body Confident Sport Programs](https://www.trendhunter.com/trends/dove-teams-up-with-kylie-kelce.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md) - [Body Confidence Coaching Programs](https://www.trendhunter.com/trends/body-confident-sport.md) - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md) - [Antiperspirant Sports Partnership Campaigns](https://www.trendhunter.com/trends/dove-x-the-us-open.md) - [Gamer-Centric Beauty Campaigns](https://www.trendhunter.com/trends/real-virtual-beauty.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md)