Nike and Spotify turn music into motivation for girls worldwide

Nike and Spotify have expanded their partnership with the launch of "Make moves", a global campaign designed to inspire teenage girls to move daily through music and sport.

The initiative encourages girls to move to one song a day, supported by a Nike x Spotify playlist co-curated by athletes, artists, and teen girls. The playlist is housed in Spotify’s EQUAL hub and aims to make movement more accessible by focusing on enjoyment, confidence, and self-expression rather than performance.

At the heart of the campaign is a 44-second film featuring a young girl overwhelmed by voices in her head. She puts on headphones, an upbeat track kicks in, and her mood transforms. The video cuts between scenes of her dancing and playing football with a Nike-branded ball, capturing a spectrum of emotions before ending with the caption: “One song. Every day. Make moves.”

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The campaign builds on a 2023 pilot in the UK, which reached more than 700 girls and led to a 20% rise in confidence, a 40% increase in regular physical activity, and a 19% decrease in reported anxiety. The global rollout will now cover Europe, the Middle East, Africa, and the US.

Nike athletes including Dina Asher-Smith, Keely Hodgkinson, Ada Hegerberg, and Mariona Caldentey feature in the campaign, alongside music artists such as Brazy, SGaWD, Bridget Blue, and KMAT. Creators and influencers will also play a role in driving participation.

The campaign addresses growing concerns around girls’ participation in sport. A 2024 World Health Organisation report found that 85% of teen girls globally are not meeting recommended activity guidelines, with many citing lack of confidence, fear of judgment, and exclusivity in sport culture as barriers.

In addition to the playlist, Spotify and Nike will donate to Selena Gomez’s Rare Impact Fund to support youth mental health. The program forms part of Spotify’s broader social impact strategy, which includes initiatives such as "Heart & soul" and "Our game our sound".

For Nike, "Make moves" aligns with its commitment to increase female participation in partner programs to 50%. The sportswear giant has also published guides in Japan and France to help remove barriers to play, and partnered with the Tucker Center to provide free coaching tools for girls worldwide.

“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.

He added, “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.”

In tandem, Lauren Wurgaft, global head of social impact at Spotify said, "Teen girls around the world are facing an urgent mental health crisis, and Make Moves is designed to meet that challenge head-on. 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.”

Speaking on the campaign, Asher-Smith said, "Teenage girls should always be doing sport. You can make new friends, develop key communication and team-building skills, and do yourself proud. Perhaps most important, you learn to see your body in a new light — valuing and being proud of it for the incredible things it can do, not just what it looks like.”

The "Make moves" campaign also comes as Nike continues to expand its focus on women’s sport. Earlier this year, the brand announced a joint venture with SKIMS to launch NikeSKIMS, a new activewear label blending Nike’s performance innovation with SKIMS’ form-flattering design. The line, set to debut online and in select US stores this spring before a global rollout in 2026, aims to redefine women’s training apparel, footwear, and accessories.

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