Dove wants to keep girls in the game. This means encouraging them to love their body.

In the brand’s third consecutive body confidence campaign with Ogilvy, which will air during the second quarter of Super Bowl LX on Feb. 8, 2026, Dove will empower girls to keep playing the sports they love with confidence and joy. The spot 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.

Body Confident Sport Program

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 aims to steer the 2026 conversation toward building girls’ confidence and keeping them in the game through the Body Confident Sport Program. The program was co-developed with Nike 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 over 150 countries over the last two decades.

To elevate this campaign and mission, Dove is continuing its partnership with athlete and podcast host Kylie Kelce, wife of former NFL star Jason Kelce.

“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.”