Nike and Spotify: The new global campaign “Make Moves” is designed for a generation that listens to music during everything from running to showering, encouraging teenage girls to find joy in movement, whether they’re wearing gym gear or pajamas.
Nike and Spotify—two giants, each in their own industry, each with their own fan base, each with their own ability to influence global culture—are joining forces once again. This time with a single mission: to get girls (back) moving. And if you’re wondering how they plan to do it? With a force stronger than caffeine and TikTok combined: music.
Campaign Make Moves encourages girls to move to one song every day. Just one song. A time-saving, yet potentially groundbreaking act – if not for the body, then at least for the soul. The daily “mini marathon” in the form of movement to music is supposed to become a new routine, a new form of self-expression and – why not – also therapy.
Movement + music = magic supported by female athletes, artists and creators
Behind this campaign is not only good intentions, but also a bunch of influential names: from an athletic star Dine Asher-Smith, who emphasizes that sports help girls see their bodies as “wonderful tools,” and not just “objects of judgment,” to a soccer player Lotte Wubben-Moy, who says with a great deal of sincerity: "Sometimes I wonder if I'm listening to the music or if the music is listening to me."
And really – who hasn’t had a moment when just the right song saved the day? If the answer is “not me,” then… you need this campaign more than anyone else.
Why girls?
Because statistics don't lie (although sometimes we wish they did): according to the World Health Organization from 2024, as many as 85 % teenage girls worldwide is not meeting recommended physical activity guidelines. Why? Low self-esteem, feeling "not fit for sport," fear of being judged. Sound familiar?
Make Moves is Nike's answer: a platform tailored specifically for teenage girls that makes entering the world of sports less scary and more... well, fun. As the athlete says Keely Hodgkinson: “If we help girls stay in sports and find their rhythm, we give them tools for life.” And honestly, who doesn’t want that?
Spotify provides the soundtrack, and Nike provides the support (and probably a new collection)
The “Make Moves” playlist is curated by female athletes, musicians, and—most importantly—teens themselves. So there’s no excuse for “there’s nothing appropriate” or “I can’t stand this music.” There’s hype tracks for running, chill sounds for yoga, and everything in between. Basically, it’s the perfect excuse to finally make that ultimate playlist… with Nike’s blessing.
And it won't just be words: Nike is already implementing similar projects around the world - from handbooks to remove barriers in sports for girls in Japan and France, to collaborating with the Tucker Center to develop a free digital tool for coaching girls.
Why this isn't just another advertising campaign
Because exercise is more than just burning calories. It's about confidence, about a sense of belonging, about disconnecting from digital noise. And if one song a day can change your mood – why not change your life?
As the athlete says Rhasidad Adeleke: “I was that teenager. The guidance I received took me further than I could have imagined. Now it’s time to give it back.”
Make Moves is not just a playlist – it is an invitation to a daily mini revolution. Listen to the playlist on Spotify and make the first move. Just one is enough. To begin with.
