Nike and Spotify Team Up to Encourage Teen girls’ Physical Activity with ‘Make Moves’ Campaign
NEW YORK – September 26,2025 - Nike and Spotify today announced the launch of “Make Moves,” a global campaign designed to inspire teen girls to embrace movement and sport. The initiative features athletes Bell, Zoe harrison, Lotte Wubben-Moy, and amber Anning, alongside musicians brazy, SGaWD, Bridget Blue, and KMAT.
The campaign addresses concerns raised in a 2024 World Health Organisation report, which found that 85% of teen girls globally are not meeting recommended physical activity levels, often due to a lack of confidence, self-consciousness, and fear of judgement. Nike and spotify aim to lower these barriers by fostering positive associations with movement and establishing routines that combine music and exercise – both linked to improved mental health.
“The Nike x Spotify Make Moves partnership is designed to leverage the power of music to get girls moving,” said Dan Burrows, global GM, Future of Youth Sport at Nike. “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.”
Spotify is positioning “Make Moves” as part of its broader social impact work,including initiatives like Heart & Soul and Our Game Our Sound,and partnerships with organizations 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,” stated 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.”
The campaign is part of Nike’s wider commitment to youth sport, including initiatives in Japan and France to reduce barriers for girls, a partnership with the Tucker centre to create a free digital coaching tool, and collaborations to promote participation. nike has set a goal of 50% girl participation in its partner programs.
To further support youth mental health, Spotify and Nike will donate to Selena Gomez’s rare Impact Fund.
