Unew research conducted by Dove and Nike reveals that 38% of teenage girls in Italy stop playing sports, three times more than boys. And the primary cause is the low self-esteem regarding one’s physical appearance. Yet sport itself could help them grow with greater confidence in their physical appearance, with lifelong benefits.
More self-esteem, more sport (and vice versa). The online coaching platform from Dove and Nike arrives
The Unilever brand and the sportswear giant have teamed up to try to counteract this short circuit. Thus was born Body Confident Sport online coaching program: consists of a coaching kit created with the support of scientific partners with the aim of instilling self-esteem in girls between 11 and 17 years old.
The program is thought out for athletes, protagonists of sport, but also and above all for coacheswho play a central role in creating a positive sporting environment for girls, where priority is given to self-esteem over performance.
The role of the coach in building self-esteem
Some data demonstrate its importance: 80% of girls say that their coach was the reason why they felt more confident, but at the same time 86% define themselves as discouraged from playing sports precisely because of trainer. The data relating to the need to educate and inform on self-esteem and self-confidence is very high, standing at 74%.
Co-developed by the two brands over two years of collaboration with world-renowned experts, including the Center for Appearance Research (CAR) and the Tucker Center for Research on Girls & Women in Sport, Body Confident Sport addresses new discoveries about how the sporting environment affects girls’ confidence and self-esteem.
Venus Williams at the Body Confidence Coaching press conference in New York City. (Photo by JP Yim/Getty Images for Dove)
Venus Williams and the pressures for physical appearance
Exceptional testimonial of the project for Dove, «with the aim of making sport a more inclusive and welcoming space for girls», the tennis champion Venus Williams. “To reduce the pressures girls face not only regarding performance and ability, but also due to unrealistic expectations about their appearance.”
On the front, Nike, the Olympic gymnast and gold medalist Laurie Hernandez explains how «Coaches and athletes have a collective responsibility to create inclusive spaces and positive experiences that give all girls the chance to discover the power of sport. Sport fosters confidence and allows you to lead a healthy and happy life.”
Data from Dove and Nike on girls’ self-esteem in sport
According to new research findings from Dove and Nike, the sporting environment affects girls’ confidence and self-esteem. Only 4 out of 10 girls say they are confident about their physical appearance when they play sports. Nearly 2 in 3 girls have considered quitting sports due to concerns about their physical appearance. Girls with low self-esteem are 60% more likely to stop playing sports than those with higher self-esteem.
The Body Confident Sport online coaching kit will be available to schools and sports associations globally.
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