To remain competitive in the ever-changing landscape of digital marketing, brands must be abreast of all the newest developments, threats, and tools. Marketers have taken notice of partnerships like the one between Dove and Nike, which launched the Body Confident Sport program. For girls aged 11–17, this program offers online coaching tools backed by science in an effort to increase their self-esteem in athletics. Let’s take a closer look at this collaboration and see what lessons marketers can draw from it.
Dove and Nike—Why?
Famous companies like Dove and Nike have been working to create more welcoming communities for a long time. They are committed to helping their customers and society as a whole overcome the obstacles they have encountered. They can make a bigger difference and ensure that girls have equal opportunities in sports if they work together.
For more than 15 years, Dove’s self-esteem project has been a trailblazer in the fight for body positivity and self-esteem education. More than 60 million young people have benefited from this program’s resources for boosting self-esteem and confidence.
Conversely, Nike is deeply dedicated to empowering girls and their communities through sport. More than 375,000 girls were able to participate in Nike’s various programs and enjoy play and sports last year. In addition, they have provided over 17,000 coaches with tools to help kids feel included in their programs.
Collaboratively Addressing the Issue
Dove and Nike set out to create the Body Confident Sport program by listening to and learning about their intended consumers. Partnering with the Tucker Center for Research on Girls & Women in Sport and the Centre for Appearance Research, they worked together. Participants in this two-year study included female athletes and their coaches from a number of different nations, including the United States, France, India, Japan, Mexico, and the United Kingdom.
Some disturbing numbers came out of the study that Dove and Nike paid for. In the United States, nearly half of the girls who stopped participating in athletics did so because they were told they were not good enough or that their bodies weren’t suitable. Some 69% of these young women, however, said that they would have felt better about their bodies if they had continued to participate in athletics for a longer period of time. The results helped the brands zero in on the collective effect they were going for.
Funding the Collaboration
Dove and Nike were both ready to put up their respective resources to make this collaboration a reality. Their collaborative efforts were based on the research they commissioned. Furthermore, influential figures from both brands were involved in the collaboration. Dove teamed up with tennis great Venus Williams and Nike teamed up with Olympic gymnast Laurie Hernandez.
The result of this collaboration is the Body Confident Sport program, which equips coaches with resources to boost self-esteem, body image, and confidence in girls through athletics. Introducing Body Image, Tackling Negative Body Image, and Promoting Body Image are the three online interactive modules that make up the program. Participants can complete the modules at their own pace. Anyone who is concerned about the well-being of youth, whether they are instructors, parents, guardians, siblings, or volunteers, can benefit from this all-encompassing program.
Customer Feedback and Its Critical Role
Dove and Nike’s collaboration teaches marketers a vital lesson: the importance of aligning with important consumer insights. The success of a partnership depends on a thorough familiarity with the problems faced and requirements met by the intended recipients. The studies conducted by Dove and Nike shed light on the effects of girls’ lack of self-confidence on their decision to stop participating in sports. With this information in hand, the brands were able to create a program that tackles these problems head-on.
The Influence of Working Together
The strength of working together to address social issues is highlighted by the partnership between Dove and Nike. These two behemoths in the business world have joined forces to launch an initiative that will have a profound impact on young girls’ lives. As a result of this collaboration, other brands will be motivated to form partnerships and have a greater collective influence.
See first source: Adweek
FAQ
1. Why did Dove and Nike collaborate on the Body Confident Sport program?
Dove and Nike joined forces to create a more inclusive and welcoming environment for girls in sports. Both companies are committed to empowering their customers and society as a whole and saw an opportunity to make a more significant impact by working together.
2. What is Dove’s history with promoting self-esteem and body positivity?
Dove has been running its self-esteem project for over 15 years, providing resources to boost self-esteem and confidence for young people. More than 60 million young individuals have benefited from these resources.
3. What is Nike’s commitment to empowering girls in sports?
Nike is dedicated to empowering girls and their communities through sports. They have programs that allow hundreds of thousands of girls to participate in sports and play, along with providing coaches with tools to create inclusive environments.
4. How did Dove and Nike address the issue of body confidence in sports?
The two companies partnered with the Tucker Center for Research on Girls & Women in Sport and the Centre for Appearance Research and conducted a two-year study involving female athletes and coaches from various countries. The study revealed alarming statistics about why girls drop out of sports and the impact on their self-esteem.
5. What is the Body Confident Sport program, and how does it work?
The Body Confident Sport program equips coaches with resources to boost self-esteem, body image, and confidence in girls through athletics. It consists of three online interactive modules: Introducing Body Image, Tackling Negative Body Image, and Promoting Body Image. Participants can complete these modules at their own pace, and the program is open to anyone concerned about youth well-being, including instructors, parents, guardians, siblings, or volunteers.
6. How did customer feedback play a critical role in this collaboration?
Customer feedback, specifically insights into the challenges faced by girls regarding self-confidence in sports, played a vital role in this collaboration. The studies conducted by Dove and Nike illuminated the impact of low self-confidence on girls’ decisions to quit sports. This information guided the development of the Body Confident Sport program.
7. What is the broader lesson for marketers from Dove and Nike’s collaboration?
The collaboration between Dove and Nike underscores the importance of aligning with consumer insights. Marketers can learn that the success of a partnership depends on a deep understanding of the problems and needs of the target audience. In this case, the research conducted by Dove and Nike led to the creation of a program that directly addresses the issues uncovered. Working together to address social issues can have a significant impact, and this collaboration sets an example for other brands to follow suit.
Featured Image Credit: Photo by Domin; Unsplash – Thank you!
