Dove Launches #TheGameIsOurs, Championing the Joy of Girls in Sports at the FIFA World Cup 2026™

Canadian soccer stars Olivia Smith and Desiree Scott team up with Dove to amplify the joy, confidence and sense of belonging that empower girls to stay in the game

TORONTO--(BUSINESS WIRE)--As an Official Sponsor of the FIFA World Cup 2026™, Dove is using one of the world’s biggest sporting moments to spotlight the often-unseen pressures girls face in sport. With research finding that 1 in 2 girls who quit sports have been criticized for their body type, Dove is launching #TheGameIsOurs to celebrate the confidence, connection and joy that help girls stay in the game they love.

To bring this message to life, Dove is amplifying the voices of Canadian athletes who know firsthand what it takes to overcome body criticism: Olivia Smith, rising soccer star and forward for Arsenal W.F.C. and the Canadian women’s national team, and Desiree Scott, Olympic gold medalist and one of Canada’s most celebrated soccer veterans. Together, they are sharing their experiences to help girls feel more confident and supported, so they keep playing the game they love.

For Smith, the joy of playing has remained constant, despite experiencing moments of uncertainty early in her career.

“When I was younger, there were times when comments or situations made me question if I belonged on the field. When you're young and still building self-confidence, that can be hard to navigate,” said Olivia Smith, forward for Canada’s Women's National Team. “But I've always come back to why I love the game - the joy of playing, the competition, the friendships and the feeling of being part of a team. I want girls to know that no matter their body type, background or circumstances, they belong in sport.”

Similarly, Scott shared how body shaming and comments like “you have tree trunks for legs,” threatened to cast a shadow over her accomplishments. Today, she sees those same thighs and her strong, powerful body as a source of pride and a key part of the player she became.

“Sport has given me some of the greatest moments of my life, but I've also experienced criticism and body shaming along the way,” said Desiree Scott, retired soccer veteran. “That's why I'm proud to partner with Dove to help girls stay in the game - every girl deserves to experience the joy of sport without being judged for how she looks.”

Research shows that when girls experience appearance-based judgment in sport, they are less likely to stay and can miss out on the confidence, connection and sense of belonging it builds. To help address this, Dove launched the first-of-its-kind Dove Body Confident Sport Program in 2023, equipping coaches, parents and mentors with tools to create more positive and inclusive sport environments that keep girls playing the sports they love.

Through #TheGameIsOurs, Dove is spotlighting the everyday moments that prove girls’ joy is louder - from pre-game rituals and sideline support to the encouragement of their communities. The initiative reinforces that when girls feel supported and included in sport, they are more likely to participate, speak up and stay engaged — focusing on what their bodies can achieve, not how they look.

“My three daughters and I can’t wait to watch the World Cup, and I know how much the game means to millions of girls worldwide. That’s why Dove is giving them a platform, not to teach them to love football – they already do – but to feel heard, seen and confident enough to keep playing sports they love and inspire other girls too,” said Marcela Melero, Chief Growth Officer, Dove Personal Care North America & Dove Masterbrand.

The Dove Body Confident Sport Program is a free, research-backed set of coaching tools designed to help girls ages 11–17 build body confidence and stay in the game. Download it HERE to help create more supportive sports environments for girls.

Canadians can also discover the Dove x FIFA World Cup 2026™ Limited Edition Amberwood & Sage Oil collection in a deodorant spray, body wash and beauty bar at all major retailers nationwide, including Walmart, Costco, Loblaws and Shoppers Drug Mart.

#TheGameIsOurs #KeepHerConfident

*About the Research:

Dove commissioned this survey to expose the reality of girls' experience in sports and the impact it has on their confidence, as well as the drivers behind girls dropping out and potential solutions. We asked 4,917 children of different ages, ethnicities and socio-economic backgrounds in Brazil, Canada, Germany, Italy, Japan, the UK, and US to take part in a 15-minute online survey. The study included 3,506 girls aged between 9-17 years old (approximately 500 from each country) and 1,391 boys aged 9-17 years old (approximately 200 from each country) who had the consent of a parent or legal guardian to take part.

About Dove:

Dove started its life in 1957 in the US, with the launch of the Beauty Bar, with its patented blend of mild cleansers and ¼ moisturizing cream. Dove heritage is based on moisturization, and it is proof not promises that enabled Dove to grow from a Beauty Bar into one of the world's most beloved beauty brands.

Women have always been our inspiration and since the beginning, we have been wholly committed to providing superior care to all women and to championing real beauty in our advertising. Dove believes that beauty is for everyone. That beauty should be a source of confidence and not anxiety. Dove's mission is to inspire women everywhere to develop a positive relationship with the way they look and realize their personal potential for beauty.

For more than 65 years, Dove has been committed to broadening the narrow definition of beauty in the work they do. With the 'Dove Real Beauty Pledge,' Dove vows to:

• Portray women with honesty, diversity and respect. We feature women of different ages, sizes, ethnicities, hair color, type, and style.
• Portray women as they are in real life, with zero digital distortion and all images approved by the women they feature.
• Help young people build body confidence and self-esteem through the Dove Self-Esteem Project, the biggest provider of self-esteem education in the world.

About Unilever in North America:

Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Foods and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024.

Our leading brands in North America include Dove, Hellmann’s, Vaseline, Degree, Axe, TRESemmé, Knorr, Nutrafol, Liquid I.V., Paula’s Choice, and Dermalogica.

For more information on Unilever Canada and its brands visit: www.unilever.ca