Dove's Super Bowl 2026 Ad Celebrates Girls in Sports

The 'The Game is Ours' campaign taps into evolving trends in sports marketing and brand activism.

Jan. 30, 2026 at 9:23am

Got story updates? Submit your updates here. ›

Dove's upcoming Super Bowl ad, 'The Game is Ours,' features a rhythmic montage of girls playing sports and addresses the alarming statistic that half of girls quit sports by age 14 due to body confidence issues. The ad is a powerful indicator of evolving trends in sports marketing, brand activism, and the growing demand for authentic representation of female athletes.

Why it matters

Dove's commitment to addressing this issue through its Super Bowl ad demonstrates that brands are increasingly willing to use their platforms to tackle social issues. This purpose-driven approach is smart business, as consumers, particularly younger generations, are more likely to support brands that align with their values.

The details

The ad's use of percussion, created through the sounds of girls playing sports, is a clever example of sensory branding that engages multiple senses and reinforces the message of collective strength and joy. Dove's 'Self Esteem Project,' reaching over 137 million young people since 2004, demonstrates a long-term investment in building body confidence, which is crucial for driving lasting change.

  • Dove's Super Bowl ad, 'The Game is Ours,' will air during the 2026 Super Bowl.

The players

Dove

A personal care brand owned by Unilever that is known for its campaigns promoting body positivity and self-esteem.

Body Confident Sport Collective

A group of athletes and coaches, including Dawn Staley, Alyssa Thompson, Kylie Kelce, Billie Jean King, and Odessa Jenkins, who partner with Dove to amplify its message of self-esteem and body confidence in sports.

Got photos? Submit your photos here. ›

What’s next

Dove plans to continue its partnership with the Body Confident Sport Collective, expanding its reach and impact in the years to come.

The takeaway

Dove's 'The Game is Ours' campaign is a powerful example of how brands can use their platforms to champion female athletes, promote body positivity, and drive lasting change in the sports industry.