Spotify x Nike "Make Moves" Push: Key Findings
Quick listen: Nike and Spotify launch “Make Moves,” a playlist campaign helping teen girls build confidence with one song a day.
Nike and Spotify have come together on “Make Moves,” a global campaign designed to help teenage girls build confidence and joy through music-driven daily movement.
At the center is the Make Moves playlist on Spotify’s EQUAL hub, filled with songs selected by athletes, musicians, and girls worldwide.
The concept is straightforward: choose one track, move along with it, and let that small act of movement become routine.
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Those bringing the campaign to life include:
- Dina Asher-Smith – the sprinter, encouraging girls to see sport as a place to grow and connect
- Georgia Stanway – the footballer showing how music sets the pace on and off the pitch
- Keely Hodgkinson – the runner sharing how playlists have carried her through highs and lows
- Jorja Smith, Kesha, and Nia Archives – artists adding their voices and songs to a playlist built to move girls everywhere
Asher-Smith spoke about the lifelong benefits of keeping girls active.
“Teenage girls should always be doing sport.
You can make new friends, develop key communication and team-building skills, and do yourself proud.”
Tackling Participation Gap and Mental Health
Teen girls are moving less, and the numbers are stark.
A 2024 World Health Organization study found 85% of girls worldwide are not meeting physical activity guidelines.
Social pressures, lack of confidence, and fear of being judged are among the main reasons.
Nike and Spotify tested Make Moves in the UK with more than 700 girls.
The results showed stronger confidence, more consistent activity, and fewer feelings of anxiety.
Those results encouraged Nike and Spotify to take the program global, reaching Europe, the Middle East, Africa, and the U.S.
Hodgkinson spoke about music as a steady companion through the ups and downs of her career.
“Music has been my constant: a source of motivation, comfort and energy through all the highs and lows.
That’s why a campaign focused on music and movement for teenage girls is so important.”
The global rollout will also channel support to Selena Gomez’s Rare Impact Fund, extending mental health resources to young people alongside the campaign.
Nike has set a goal of reaching 50% girl participation in its partner programs, while Spotify aligns Make Moves with its social impact work, including partnerships with UNICEF.
Lauren Wurgaft, Global Head of Social Impact at Spotify, framed the campaign as a response to a growing crisis.
“Teen girls around the world are facing an urgent mental health crisis, and Make Moves is designed to meet that challenge head-on.”
Nike and Spotify want music and movement to feel like part of everyday life, helping girls grow in confidence, enjoy activity, and feel connected.
Our Take: Can Music Keep Girls in Sport?
Absolutely, the push shows how a small daily ritual can make movement less intimidating and more personal.
As a reporter, I’ve seen plenty of initiatives aimed at teen girls that focus on competition or performance, but this one is built around joy and confidence.
If girls connect with it, Nike and Spotify may have found a simple way to keep them engaged in sports at a stage when many drop out.
For brand leaders, it’s a reminder that solving cultural pain points often matters more than highlighting product features.
For another campaign using music to drive connection, see how TikTok launched its latest global music push.
From playlists to impact, these firms help brands build campaigns that start with a song and grow worldwide.
