Kylie Kelce, celebrated for her role as a mother of four daughters and a former field hockey player, has joined forces with Dove to launch an initiative designed to inspire confidence in young female athletes. The campaign, titled “Back Her Game,” seeks to find a girls’ sports team that exemplifies joy and assurance in their sporting activities. The lucky winning team will be awarded a remarkable prize: a trip to Brazil for the 2027 FIFA Women’s World Cup, along with new sports gear.
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The contest serves not only as a celebration of sports but also as a platform to promote body positivity among young girls. Research conducted by Dove highlighted a concerning statistic: one in two girls who leave sports have experienced body criticism. In response, the campaign aims to create an environment where young female athletes feel empowered and valued, fostering long-lasting relationships with sport.
Kylie Kelce emphasised the importance of support in sport, remarking, “Sports can give girls so much — friendship, confidence, teamwork and memories that stay with them for life — but that only happens when they feel supported enough to keep playing.” Her experience as an athlete and a coach drives her commitment to encouraging girls to embrace their identities on the field. She believes that sports can act as a transformative experience, provided that the young players feel accepted and celebrated for who they are.
The inspiration behind “Back Her Game” stems from Kelce’s own personal journey. In past interviews, she reflected on overcoming self-doubt related to her body image during her field hockey career. Kelce recounted how she shifted her focus away from societal pressures, stating, “I was able to see that narrative very early on because of the way my body applied to field hockey… Your body is about how strong you can be, how does it work for you and what can it do instead.”
In addition to the contest, Dove has introduced the Body Confident Sport programme through its Self-Esteem Project. This initiative provides resources for coaches to nurture body confidence in girls aged 11 to 17, aiming to create more positive sporting environments. The “Back Her Game” campaign specifically seeks out teams that foster such support and inclusiveness, encouraging young athletes to thrive.
The contest is set to run from September 23 through October 4, 2023. Coaches from girls’ teams whose players are aged between 13 and 18 are invited to participate. To enter, they must post a public video on Instagram or TikTok that captures the essence of their team’s confidence on the field, tagging @dove and using the hashtags #KeepHerConfident and #Contest. The winning team will be selected based on the authenticity and positivity showcased in the submissions.
Notable sports figures, including soccer legends Mia Hamm and Alyssa Thompson, are also rallying support for the campaign, helping to raise awareness about the contest. Beyond the trip to the World Cup, the winning team will receive new uniforms and a special Body Confident Sport session led by qualified coaches.
As a role model, Kelce advocates for an approach to youth sports that prioritises joy and self-belief. She emphasizes the importance of building confidence in young girls both on and off the field. “If you make sure that you build the girls up…you can build these girls up with confidence so that when someone, some silly person, somewhere along their way, decides to try and switch up the messaging, they’ve had so much joy just compounded into their ears that it drowns it out,” she revealed.
Through initiatives like “Back Her Game,” Kylie Kelce and Dove aim to create a ripple effect of confidence, supporting young girls to not just engage in sports but to thrive in them. This campaign is a vital step toward ensuring that girls everywhere can enjoy the camaraderie and life lessons that sports have to offer without the burden of body image concerns overshadowing their passion. By highlighting the joys of sports and body positivity, this partnership hopes to inspire a new generation of female athletes who feel empowered to pursue their dreams.