As the excitement of the FIFA World Cup 2026™ unfolds, Dove is turning the spotlight toward a different team—girls who dream of staying in the sport they love.
As an official sponsor of the FIFA World Cup 2026™, the personal care brand has launched #TheGameIsOurs, a global campaign designed to help girls build confidence and remain in sport by challenging the appearance-based criticism that causes far too many to walk away.
The statistics are sobering: one in two girls who quit sport say they’ve been criticized for their body type, highlighting the very real impact body image can have on participation, confidence and belonging. Through #TheGameIsOurs, Dove hopes to shift the conversation, celebrating the joy, resilience and community that sport creates while reminding girls that they deserve to take up space—on and off the field.
Leading the Canadian campaign are two of the country’s most accomplished soccer stars: Olivia Smith, forward for Arsenal W.F.C. and the Canadian Women’s National Team, and Desiree Scott, Olympic gold medalist and retired Canadian midfielder. Drawing from their own experiences, the athletes are speaking candidly about overcoming criticism and staying committed to the game, inspiring the next generation to do the same.
They’re joined by a diverse group of Canadian athlete creators who are helping spark honest conversations around body confidence, self-esteem and the pressures young women often face in sport—from appearance-based judgment to body shaming.
At a time when soccer is capturing the world’s attention, Dove’s message is refreshingly simple: every girl deserves the confidence to keep playing. Because the greatest victories aren’t always measured on the scoreboard—they’re found in helping more girls stay in the game. —Noa Nichol
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