Nike and Spotify Launch Global “Make Moves” Campaign to Get Girls Active

Nike and Spotify are teaming up to bring “Make Moves,” a global campaign that encourages girls to get moving to the soundtrack of one song every day. This pioneering partnership, now live across Europe, the US, the Middle East, and Africa, is rooted in extensive research and the brands’ shared commitment to fueling girls’ confidence, joy, and mental wellbeing through the magic of movement and music.

Why “Make Moves”? Tackling Confidence and Belonging in Girls’ Sport

A 2024 World Health Organization report revealed that 85% of teenage girls globally aren’t meeting recommended guidelines for daily physical activity, a stat closely linked to a drop in both well-being and self-belief. Nike and Spotify’s “Make Moves” was forged to help girls break through barriers of confidence, fear of judgment, and a sports culture that too often sidelines those who don’t already excel.

Music is the universal thread: the campaign is built around the Make Moves playlist on Spotify’s EQUAL hub, co-curated by young women, world-class musicians, and renowned athletes. It challenges girls to dance, walk, or stretch to just one song per day, shifting the focus from competitive achievement to the pure, joyful expression of movement.

Voices from the Campaign: Athletes, Artists, and Everyday Girls

The campaign harnesses star athletes like Dina Asher-Smith, Lotte Wubben-Moy, Keely Hodgkinson, and Rhasidat Adeleke to share personal stories of how both sport and music fuel their confidence and wellbeing.

“Teenage girls should always be doing sport. 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,” says Dina Asher-Smith.

“Sometimes I don’t know whether I listen to music or music listens to me. That’s how in-tune I feel. When I go for a run, I ask for hype music, and when I’m doing yoga, I need low-key tunes,” adds Lotte Wubben-Moy.

Innovation Through Music and Movement—Backed with Research

This isn’t just feel-good inspiration—Nike and Spotify’s campaign expands on a pilot in the UK that provided grants to grassroots girls’ organizations, with reported impact including a 20% boost in confidence and 40% increase in daily activity.

On the platform, the Make Moves playlist is updated regularly and includes picks by artists such as Jorja Smith, Kesha, and Nia Archives, plus teen girls from Seoul to London and Barcelona. The playlist is designed as a toolkit of energy, positivity, and mood for every kind of moment, from sprints to study breaks.

Social Impact, Partnerships, and Expanding the Movement

Nike’s goals for “Make Moves” include reaching 50% girl participation in its partner programs while making movement accessible, judgment-free, and flexible to fit every girl’s lifestyle. As part of the initiative, partners like Selena Gomez’s Rare Impact Fund are receiving donations to further support youth mental health and access to critical resources.

The campaign runs on all major Nike and Spotify channels, with athletes, creators, and ambassadors around the world sharing stories, playlist selections, and daily challenges. Community leaders and trainers are also equipped with digital tools, including Nike’s evidence-based coaching resources and culture-specific guides published in Japan and France, to help break down further barriers to play.

A Ritual for Confidence and Self-Expression

“Make Moves” isn’t about competition; it’s about creating a “low-barrier ritual” and meeting girls where they are, on their own terms, in their own spaces, at the intersection of movement and music,” says Dan Burrows, Nike Global GM, Future of Youth Sport.“By helping girls integrate daily movement into their lifestyle and rallying support from their key influences, we hope they find their own sense of enjoyment, confidence, and belonging within sport—on their terms.”

Join the Movement

• Listen, share, and move with the Make Moves playlist on Spotify.

• Follow progress and daily challenges at @nike and @spotify on Instagram.

• Learn more or join local programs via Nike Playlists and Community.