What is the trend of empowered advertisements?

Advertising campaigns like Dove's Super Bowl commercial are pivoting toward promoting empowerment and confidence, particularly for young women in sports, highlighting an opportunity to address societal pressures through impactful storytelling.

What is the trend of body-positive sports programs?

Sports-focused initiatives that prioritize body positivity and inclusivity are gaining traction, driven by a demand for programs that support psychological well-being over physical appearance.

What is the trend of youth sports engagement?

Innovative efforts to engage youth in sports by emphasizing skill-building and enjoyment over appearance are reshaping how brands appeal to younger demographics.

What are the implications for the sports apparel industry?

The sports apparel industry can leverage body-positive movements to develop clothing lines that prioritize comfort and confidence for young athletes.

What are the implications for the media & advertising industry?

The media and advertising industry is experiencing a shift towards content that champions diversity and empowerment, paving the way for campaigns that resonate more deeply with socially conscious audiences.

What are the implications for the youth development programs industry?

With a growing need to counteract body shaming and build self-esteem, organizations focused on youth development have a chance to incorporate holistic wellness into their sports and activity programs.

Joyful Sport Campaigns : The Game Is Ours

Dove's Super Bowl Ad, The Game Is Ours, Celebrates Girls' Confidence

Laura McQuarrie — February 2, 2026 — Marketing

References: prnewswire

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Dove is returning to the Big Game with a 30-second commercial titled The Game Is Ours that will air during the second quarter, and it's wholly devoted to celebrating the joy, resilience, and confidence of girls when they are encouraged to focus on what their bodies can do—not how they look—when playing sports.

According to research from Dove, one in two girls who quit sports have been criticized for their body type, and as a result, girls are leaving sports at alarming rates because of body confidence pressures. While uplifting, supporting and advocating for girls in sports, Dove is using one of the most highly anticipated football events to bring awareness to its Dove Body Confident Sport program, a first-of-its-kind, scientifically proven set of coaching tools launched in 2023 to help kids ages 11 to 17 build body confidence and feel a sense of belonging.

Trend Themes

Empowered Advertisements — Advertising campaigns like Dove's Super Bowl commercial are pivoting toward promoting empowerment and confidence, particularly for young women in sports, highlighting an opportunity to address societal pressures through impactful storytelling.
Body-positive Sports Programs — Sports-focused initiatives that prioritize body positivity and inclusivity are gaining traction, driven by a demand for programs that support psychological well-being over physical appearance.
Youth Sports Engagement — Innovative efforts to engage youth in sports by emphasizing skill-building and enjoyment over appearance are reshaping how brands appeal to younger demographics.

Industry Implications

Sports Apparel — The sports apparel industry can leverage body-positive movements to develop clothing lines that prioritize comfort and confidence for young athletes.
Media & Advertising — The media and advertising industry is experiencing a shift towards content that champions diversity and empowerment, paving the way for campaigns that resonate more deeply with socially conscious audiences.
Youth Development Programs — With a growing need to counteract body shaming and build self-esteem, organizations focused on youth development have a chance to incorporate holistic wellness into their sports and activity programs.

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