Tag: womens sports

Spotify and Nike’s Make Moves Campaign Goes Global to Support Teen Girls’ Mental Health

September 3, 2025

For so many of us, movement is about more than just exercise—it’s a way to build confidence, find joy, and connect with others. But for young women, societal pressures, fear of judgment, and a focus on performance can make movement feel exclusive. According to a 2024 World Health Organization study, 85% of teenage girls aren’t meeting recommended guidelines for physical activity, a key factor in mental well-being. At the same time, girls are disproportionately impacted by mental health challenges.

That’s why, building on a successful pilot in the UK, Spotify and Nike are reuniting to launch the global Make Moves campaign. Girls in countries across Europe, the Middle East, Africa, and the US will now have access to this body-moving program. The idea is simple yet powerful: Encourage girls to move to just one song a day to boost their mental well-being, using the power of music to make movement more joyful and accessible.

The power of the playlist

At the heart of the campaign is the Make Moves playlist, which lives in Spotify’s EQUAL hub. More than a playlist, it’s a collaborative project co-curated by a global community of artists, athletes, and teen girls. The goal is to celebrate the freedom and joy of movement, free from pressure or perfection.

 

The star-studded lineup of curators includes brazy, SGaWD, Bridget Blue, and KMAT, alongside world-class Nike athletes Dina Asher-Smith, Keely Hodgkinson, Georgia Stanway, Ada Hegerberg, Mariona Caldentey, Rhasidat Adeleke, Sophie Hahn, Katarina Johnson-Thompson, Georgia Bell, Zoe Harrison, Lotte Wubben-Moy, and Amber Anning.

“Music has been my constant—a source of motivation, comfort, and energy through all the highs and lows,” said British track and field athlete Keely Hodgkinson. “That’s why a campaign focused on music and movement for teenage girls is so important. It’s during those years that so many girls start to drift away from sport. But staying active has taught me resilience, self-belief, discipline, and joy. If we can help more young girls stay in sport—and find their own rhythm, with music and movement—we’re giving them tools for life.”

Professional footballer Georgia Stanway added, “Music’s just one of those things that gets me. It lifts me when I’m low and hypes me up when I need to go full throttle. Whether I’m chilling or getting in the zone, music’s always there. It’s part of who I am, simple as that.”

Proven impact, global scale

The 2023 UK pilot of Make Moves, which provided grants to grassroots organizations focused on helping girls, demonstrated the tangible impact of this approach. The initiative reached more than 700 girls, resulting in a 20% improvement in confidence, a 40% increase in regular physical activity, and a 19% decrease in regular feelings of anxiety.

As we expand the campaign globally, Spotify and Nike will also be making a donation to Selena Gomez’s Rare Impact Fund to further support youth mental health.

“We know that mental health and well-being are essential in helping young people thrive,” said Elyse Cohen, President of the Rare Impact Fund and Chief Impact Officer at Rare Beauty. “This support, through Nike’s and Spotify’s Make Moves campaign, enables us to expand access to critical resources so that young people everywhere can care for their mental health and feel empowered to reach their full potential.”

This program is a key part of Spotify’s broader social impact strategy, which is dedicated to supporting the well-being of creators and listeners and includes initiatives like Heart & Soul and Our Game Our Sound, as well as a partnership with UNICEF.

“Teen girls around the world are facing an urgent mental health crisis, and Make Moves is designed to meet that challenge head-on,” said Lauren Wurgaft, Global Head of Social Impact at Spotify. “By combining the power of music and movement, we’re helping girls reconnect with themselves, their communities, and their sense of joy. Together with Nike, we want to create a space where every girl feels empowered to move freely—without judgment, without limits.”

For Nike, Make Moves aligns with its vision for the future of youth sport, aiming for 50% girl participation in the company’s partner programs.

“The Nike x Spotify Make Moves partnership is designed to leverage the power of music to get girls moving. Nike is committed to the future of youth sport and exploring innovative ways to meet teen girls where they are,” said Dan Burrows, Global GM, Future of Youth Sport at Nike. “By helping girls integrate daily movement into their lifestyle and rallying support of their key influences, we hope they find their own sense of enjoyment, confidence, and belonging within sport—on their terms.”

By working together, Spotify and Nike are combining our strengths to create a more supportive and joyful environment for the next generation.

Follow the Make Moves playlist on Spotify and join the challenge by moving to one song a day. For more from participating artists and athletes, follow along on @spotify and @nike.

Spotify’s ‘Our Game, Our Sound’ Campaign Champions Community and Joy in Women’s Football

July 8, 2025

This summer, as the energy builds for one of the biggest moments in women’s football, we’re launching “Our Game, Our Sound,” a Europe-wide social impact campaign that spotlights the powerful connection between music, football, and community. The initiative is designed to foster belonging, joy, and mental well-being for Gen Z women, using Spotify’s cultural reach to create meaningful, connection-driven experiences.

The ultimate playlist

At the heart of “Our Game, Our Sound” is a new playlist co-curated by some of the most exciting names in European football. Global stars like Aggie Beever-Jones, Jess Park, Andrea Medina, and Laura Giuliani have selected the tracks that soundtrack their most important social moments. These are the songs that fill the locker room, the tour bus, and all the times at home and away that bring them together as a team. The playlist is an invitation for fans to find and celebrate their own communities this summer.

We’ve also partnered with Footballco and INDIVISA to cocreate and amplify content around the playlist. Through first-person narratives, short-form videos, and Instagram stories, the players will share authentic moments, connecting the dots between the music and their real-life experiences as fans and athletes.

EQUAL Teams Up With Football’s Top Stars for an All-Women’s Playlist Dedicated to the Beautiful Game

July 12, 2023

As football fans everywhere turn their attention to the action in Australia and New Zealand for the World Cup, Spotify is here to celebrate the biggest global party of 2023.

For the first time ever, players are celebrating their sport together with EQUAL’s THE PLAYERS—our all-women football playlist that’s built by the world’s most-adored players.

“We love to bring together the worlds of music and sports,” Taj Alavi, Spotify’s VP, Global Head of Marketing, remarked. “THE PLAYERS playlist is so exciting because it involves incredible female athletes from around the world and extends our commitment to shine a spotlight on women in music.”

EQUAL, now in its third year, is our global program dedicated to highlighting women creators, celebrating their contributions, and cultivating opportunities to foster gender equity. 

“There are a lot of similarities amongst the World Cup athletes and EQUAL artists; the greatest being that they all wish to experience greater equity while pursuing their passions,” explained Bel Aztiria, Spotify’s EQUAL Music Lead. “THE PLAYERS offers a new destination for soccer and music fans alike to gather and celebrate football’s return to the global stage.”

Curated by nearly 40 players—including 27 who are representing their home nations in the tournament—across 15 countries, the playlist includes selections from Alex Morgan (USA), Crystal Dunn (USA), Jess Carter (England), Laura Giuliani (Italy), Asisat Oshoala (Nigeria), Lina Magull (Germany), Remy Siemsen (Australia), Meikayla Moore (New Zealand), and Ashley Lawrence (Canada). Featuring more than 120 tracks by women artists, THE PLAYERS is a true representation of women’s football around the world. 

“Growing up I always wondered what my favorite athletes listened to while preparing for a major competition,” Ashley Lawrence said. “It’s so cool to be able to collaborate on a playlist with female athletes across the globe spanning all levels. This initiative is showing the importance of highlighting the achievements of women both in sport and music.”