Dove global research uncovered that 6 out of 10 girls quit activities because of poor body image and low self-esteem. Which meant that in Canada, nearly 200,000 girls would quit activities such as swimming or playing soccer this year alone.

So in order to stop girls from quitting, Dove partnered with sports equipment companies and community centers to put special messages directly onto the tags of girls’ soccer cleats. These innovative placements allowed us to deliver a personal message of encouragement when it was needed most. Helping fulfill Dove’s mission of empowering girls to feel beautiful, confident and unstoppable.