US – Nike and Spotify have expanded their partnership with the launch of ‘Make Moves’, a global campaign encouraging teen girls to stay active through music.
The initiative builds on a pilot in the UK and is now rolling out across Europe, the Middle East, Africa, and the US. The concept is straightforward: inspire girls to move to one song a day, using music as a way to make movement more enjoyable and accessible while supporting mental well-being.
At the center of the campaign is the ‘Make Moves’ playlist, hosted on Spotify’s EQUAL hub. The playlist is co-curated by artists, athletes, and teenage girls, aiming to showcase music as a tool for confidence, joy, and self-expression in sport.
Athletes and artists featured in the campaign include Dina Asher-Smith, Keely Hodgkinson, Georgia Stanway, Ada Hegerberg, Mariona Caldentey, Rhasidat Adeleke, Sophie Hahn, Katarina Johnson-Thompson, Georgia Bell, Zoe Harrison, Lotte Wubben-Moy, and Amber Anning, as well as musicians brazy, SGaWD, Bridget Blue, and KMAT.
The campaign comes amid concerns highlighted by a 2024 World Health Organisation report, which found that 85% of teen girls globally are not meeting recommended physical activity levels. Confidence, self-consciousness, and fear of judgement are often cited as barriers to participation.
Nike and Spotify say ‘Make Moves’ is designed to lower those barriers, providing a platform that encourages positive associations with movement and sport. The project also seeks to establish daily routines that combine music and exercise, both of which are linked to improved mental health.
The campaign forms part of Nike’s broader commitment to youth sport. The company has introduced initiatives in markets such as Japan and France to reduce barriers for girls, partnered with the Tucker Center to create a free digital coaching tool, and collaborated with other organisations to promote participation. Nike has set a target of 50% girl participation in its partner programmes.
Dan Burrows, global GM, Future of Youth Sport at Nike, explained, “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.”
“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,” he added.
Spotify, meanwhile, is framing ‘Make Moves’ as part of its social impact work, which includes initiatives such as Heart & Soul and Our Game Our Sound, and partnerships with organisations including UNICEF.
“Teen girls around the world are facing an urgent mental health crisis, and Make Moves is designed to meet that challenge head-on,” said Lauren Wurgaft, global head of social impact at Spotify.
“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 judgement, without limits,” she added.
To further support youth mental health, Spotify and Nike will also donate to Selena Gomez’s Rare Impact Fund.
