Dove is heading back to the Big Game with a powerful message for girls in sports. Its new 30-second commercial, “The Game Is Ours,” airing in the second quarter on February 8, celebrates joy, resilience, and confidence—shifting the focus from how girls look to what their bodies can do.
The campaign tackles a troubling reality: Dove research shows one in two girls who quit sports have been criticized for their body type. That appearance-based pressure chips away at joy and pushes girls out of activities proven to build self-esteem. In response, Dove continues to spotlight its Body Confident Sport program, launched in 2023, which provides scientifically backed coaching tools to help youth ages 11–17 build body confidence and belonging in athletics.
The ad features more than 90 young athletes in a high-energy, movement-driven sequence spanning swimming, track and field, football, and mixed martial arts. Real sounds from their play form the soundtrack, rising together to drown out negative body talk—symbolizing that their joy is louder than criticism.
Dove is also expanding its Body Confident Collective, partnering with leaders like Billie Jean King, Mia Hamm, Dawn Staley, Alyssa Thompson, and others to support girls in sport year-round. The message is clear: the game belongs to them.
