Why Are 45% of Girls Quitting Sports by Age 14?

In today’s world, sports aren’t just about winning trophies or breaking records; they’re about building confidence, learning resilience, and fostering self-esteem.

Yet, a shocking statistic reveals that 45% of girls drop out of sports by the age of 14 due to low body confidence. Dove’s latest campaign, “Hard Knocks,” which aired during Super Bowl LVIII, addresses this issue head-on, shedding light on the emotional barriers that keep young girls from staying in sports.The ad, set to the iconic tune “It’s a Hard Knock Life,” effectively conveyed the emotional toll this can have on girls, ultimately deterring them from participating in sports.

Why Girls Are Quitting Sports – The Impact of Low Body Confidence

The ad, co-created by Dove and Nike, reveals that the real challenge girls face in sports isn’t the physical knocks or bruises—they can handle those. The true obstacle is the negative body image ingrained by societal norms, which causes many to walk away from sports at a crucial age.

The ad highlighted a shocking statistic: 45% of girls drop out of sports by the age of 14 due to low body confidence. This alarming figure underscores the urgent need for change.

Dove’s Commitment to Body Positivity, Partnering with Nike

Dove’s campaign wasn’t just about creating a memorable Super Bowl ad; it was about staying true to the brand’s long-standing commitment to body positivity. Dove has been championing body positivity for nearly two decades, working to broaden the definition of beauty and promote a more inclusive understanding of what it means to be beautiful. By aligning the campaign with their core values, Dove reinforced its reputation as a brand that genuinely cares about its consumers’ well-being.

The brand’s commitment to body positivity aligns perfectly with the growing interest in women’s sports and the desire for brands to support female athletes. Partnering with Nike, a global leader in sports apparel and equipment, strengthened Dove’s message. The collaboration demonstrated a united front in addressing the issue of low body confidence in young girls.

The ad introduced Dove’s Body Confident Sports program, a valuable resource for coaches seeking to build body confidence in their female athletes. This initiative provides coaches with tools to help build body confidence in girls aged 11 to 17, ensuring they have the support they need to stay in sports. This helps create a supportive and inclusive environment for young girls.

The Impact

The data speaks for itself—after the ad aired, women described Dove as more “trustworthy” and “wholesome” than before. This shift in perception highlights the power of authentic messaging and the importance of brands staying true to their values.This positive shift demonstrates the effectiveness of the ad in reinforcing Dove’s brand identity as a champion of body positivity.

Dove’s ad is more than just a commercial—it’s a call to action for parents, coaches, and society as a whole to support young girls in their athletic pursuits. It’s about ensuring that the next generation of female athletes doesn’t give up on their dreams due to something as preventable as low body confidence.