Spotify and Nike have joined forces to launch the global rollout of Make Moves, a campaign designed to tackle the societal pressures that drive teenage girls away from sport and physical activity. Building on a successful UK pilot in 2023, the initiative will now reach girls across Europe, the Middle East, Africa, and the US, encouraging them to reclaim movement as a source of confidence, strength, and joy.
At the core of the program is a simple idea: move to one song a day. Using music as motivation, Make Moves helps teenage girls engage in regular activity while reducing the stigma, judgment, and performance pressure often associated with sport.
The centerpiece is the Make Moves playlist, housed in Spotify’s EQUAL hub. Co-curated by global artists, athletes, and teenage girls, it celebrates the joy of movement without pressure. Contributors include artists such as Nia Archives, Jorja Smith, Kesha, Bloody Civilian, SGAWD, and Bridget Blue, alongside elite Nike athletes like Dina Asher-Smith, Keely Hodgkinson, Georgia Stanway, Ada Hegerberg, and Katarina Johnson-Thompson.
“Music has been my constant—a source of motivation, comfort, and energy through all the highs and lows,” said British runner Keely Hodgkinson, stressing the campaign’s importance during the years when many girls drift away from sport. Professional footballer Georgia Stanway echoed this, calling music “a part of who I am, simple as that.”
The UK pilot demonstrated measurable results: a 20% rise in confidence, a 40% increase in regular physical activity, and a 19% decrease in anxiety levels among the 700 girls who participated. Expanding globally, the initiative also includes a donation to Selena Gomez’s Rare Impact Fund, further supporting youth mental health.
“This campaign meets teen girls at a critical point,” said Lauren Wurgaft, Spotify’s global head of social impact. “By combining the power of music and movement, we’re helping them reconnect with themselves and their communities.”
For Nike, Make Moves aligns with its goal of achieving 50% female participation in youth sports programs. “By weaving music into daily routines, we hope girls discover enjoyment and confidence in sport—on their own terms,” added Dan Burrows, Global GM for Future of Youth Sport at Nike.
As teenage girls face mounting mental health challenges, Spotify and Nike’s partnership offers a creative, scalable solution that places joy, inclusivity, and empowerment at the heart of movement.
