Dove Launches Back Her Game Search for Confident Girls' Sports Teams
News related to:Dove · 2 min read
HOBOKEN, N.J., Sept. 23, 2026 /CourierPR/ -- Dove, in partnership with NFL star Kylie Kelce, has launched a nationwide search to identify a girls' sports team that exemplifies joy and confidence on the field. The initiative, titled "Back Her Game," aims to find one team that fosters a supportive environment where girls can build confidence, feel a sense of belonging, and derive joy from their chosen sports.
The campaign, which runs from September 23 to October 4, 2026, invites eligible adult head or assistant coaches of girls' sports teams, aged 13 to 18, to submit a public in-feed video on Instagram or TikTok. The videos should showcase how the team brings confidence to the field, with entries tagged @dove and using the hashtags #KeepHerConfident and #Contest. The official rules can be found at unileversweepsrules.com/dovecontest.
Dove, through its Dove Self-Esteem Project, is committed to helping keep girls confident and in the game. Research conducted by the brand revealed that nearly half of girls who quit sports have been criticized for their body type. The Back Her Game campaign seeks to address this issue by providing tools and resources to coaches and families to create more supportive sports environments.
The winning team will receive an all-expenses-paid trip to Brazil for the FIFA Women's World Cup 2027, including hotel accommodations and a check to cover airfare. Additionally, the team will be awarded new team kits and a Dove Body Confident Sport session with a Dove Self-Esteem Project educator to empower the players to celebrate their physical abilities.
Melissa Grevstad, Head of Purpose at Dove US, emphasized the importance of keeping girls in sports.
Kylie Kelce, a longtime Dove partner and mother of four, highlighted the significance of the campaign.
The campaign underscores the broader Dove commitment to promoting body confidence among young girls. Dove's research, conducted among 4,917 children aged 9 to 17 in various countries, revealed that appearance pressure and body criticism can significantly affect girls' comfort in staying in the game. As International Day of the Girl approaches on October 11, Back Her Game aims to celebrate the teams already creating an environment where girls can thrive.