- Dove and Kylie Kelce launched "Back Her Game," a national initiative to combat body insecurity and keep adolescent girls in sports.
- Coaches of U.S. girls' teams (ages 13–18) can submit social video entries through October 4, 2026, showcasing how their squads build confidence and joy on the field.
- One winning team will receive an all-expenses-paid trip to Brazil for the FIFA Women’s World Cup 2027, custom gear kits, and a dedicated self-esteem workshop.
- The campaign expands Kelce's multi-year ambassadorship with Dove's Body Confident Sport program, joined by soccer icons Mia Hamm and Alyssa Thompson.
Personal care brand Dove has reunited with youth sports coach and media personality Kylie Kelce to launch “Back Her Game.”
The nationwide campaign directly addresses youth body image pressures, offering one girls’ sports team an all-expenses-paid trip to Brazil to attend a FIFA Women’s World Cup 2027 match.
The initiative responds to Dove research revealing that 45 percent of girls drop out of sports by age 14 due to low body confidence, with one in two girls who quit citing criticism about their physical appearance.
Running from September 23 through October 4, 2026, the contest invites adult head and assistant coaches of U.S. girls’ teams (ages 13 to 18) to share public videos on Instagram or TikTok showing how their team fosters belonging and confidence.
The selected squad will receive match tickets, travel accommodations, new team kits, and an official Body Confident Sport training session.
Kelce, a former collegiate field hockey player at Cabrini University and longtime high school coach, has championed the Dove Self-Esteem Project since early 2024, when she fronted the brand’s Super Bowl campaign.
A mother of four who welcomed daughter Finnley in 2025 and hosts the chart-topping podcast Not Gonna Lie, Kelce brings firsthand coaching perspective alongside soccer legends Mia Hamm and Alyssa Thompson to amplify the message.
Beyond her work in youth advocacy, Kelce has rapidly built a diverse commercial roster with brands like General Mills, HP, and Lindt. She also recently made her branded film debut when she and her husband, Jason Kelce, launched Garage Beer bottles with a Western film push.
For Dove, “Back Her Game” reinforces a proven strategy of pairing purpose-led initiatives with influential figures. The brand has previously partnered with tennis champion Venus Williams to support young female athletes and tapped NBA All-Star Karl-Anthony Towns for Men+Care campaigns.
The company has also made waves across pop culture, as seen when Charli XCX teamed up with Dove for a tour sponsorship featuring experiential concert activations.
Takeaways
Kylie Kelce continues to stand out in the crowded endorsement space by anchoring her brand equity in authentic, community-driven causes rather than transactional endorsements.
By speaking directly from her perspective as a varsity coach and mother, Kelce provides Dove with genuine credibility that traditional celebrity endorsements often lack.
Connecting grassroots athletic participation to the global spectacle of the FIFA Women’s World Cup 2027 is a calculated commercial move: it capitalizes on the unprecedented surge in women’s sports viewership while addressing the very systemic drop-off rate that threatens the talent pipeline.
As major brands compete for consumer loyalty, campaigns that offer tangible, life-changing incentives, like international tournament travel and educational workshops, are quickly outperforming conventional advertising.
Does Kylie Kelce’s real-world background as a coach and mother make purpose-driven endorsements more effective than partnerships with elite professional athletes? How can personal care brands maintain year-round engagement with youth sports communities beyond short social media contest windows?
