Dove Brings Message of Body Confidence Back to Super Bowl

Beauty brand Dove has returned to football's biggest night for the third year in a row, continuing its commitment to championing girls' body confidence. The brand will use its new :30 spot, airing in the second quarter, to shift focus to empowering girls to keep playing the sports they love with confidence and joy. The spot, created in partnership with Ogilvy, will kick off another full year of Dove showing up at the biggest moments in sports to remind viewers of the power of keeping girls' self-esteem high on and off the field.

Dove research shows that one in two girls quit sports by age 14 due to low body confidence. By taking the spotlight on one of sports' most male-dominated nights, Dove is steering the 2026 conversation toward building girls' confidence and keeping them in the game through the Body Confident Sport Program.

To elevate this campaign and mission, Dove has continued its partnership with Kylie Kelce, a long-time Dove partner, mum of four, podcast host, athlete and coach who brings a powerful and relatable voice to Dove's mission of raising and protecting self-esteem in girls both on and off the field.

"Sports have the power to build confidence, resilience and joy, yet body pressures continue to push too many girls out of the sports they love," said Marcela Melero, chief growth officer, Dove Personal Care & Masterbrand in North America. "That's why we're returning to football's biggest night to lift up their body confidence and shout: You're amazing. You're strong. You belong."

The Body Confident Sport programme, co-developed with Nike, launched in 2023, as part of the Dove Self-Esteem Project, which has offered free, evidence-based resources for parents, teachers, mentors and kids since 2004. The Dove Self-Esteem Project is the largest provider of body confidence and self-esteem education globally, and has reached more than 137 million young people in 150+ countries over the last two decades.