Nike E-Zine Shows New Reverence for Teen Girls

The project underscores the value of brands providing supportive action: gender disparities in sports participation are significant (3.24 million US girls compared to 4.4 million boys in 2021-22 – Statista, 2022), while over one million UK girls drop out of sports activities upon entering secondary education (WomenInSport, 2022). Additionally, 64% of UK girls wish they were more involved in sports, but are inhibited by a lack of confidence, periods, and a fear of being watched by others (Youth Sports Trust, 2023).

The platform features a ‘Real Talk’ section with content from Body Confident Sport, a new initiative aimed at coaches wanting to instil body confidence in their athletes, co-developed by Nike, British personal care brand Dove, the UK’s Centre for Appearance Research, and the US-based Tucker Center for Research on Girls & Women in Sport. Addressing parents and educators, the articles advocate refraining from ‘body talk’ – comments regarding bodily appearance (both positive and negative) – when conversing with girls in sports. For instance: "You look good – have you lost weight?"

Other sections, such as ‘Never Asked Questions’, are aimed at teen girls themselves and candidly tackle sensitive topics including shopping for your first sports bra and embracing a changing body through adolescence.

The current ‘cover star’ is Fleur Zwartkruis, a 15-year-old American professional dancer, who shares Nike-curated ‘fit checks’ alongside an integrated shopping feature, so that users can buy the look. British teenage sprinter Isabelle Kyson also authors 'A Letter to My Older Self', which offers an intimate insight into the intersections between her track career and navigating emotional challenges during puberty.