Spotify and Nike Are Making Space for Girls to Move Freely
For so many of us, movement is about more than just exercise, it’s a way to build confidence, find joy, and connect with others. But for young women, societal pressures, fear of judgment, and a focus on performance can make movement feel exclusive. According to a 2024 World Health Organisation study, 85% of teenage girls aren’t meeting recommended guidelines for physical activity, a key factor in mental well-being. At the same time, girls are disproportionately impacted by mental health challenges.
That’s why, building on a successful pilot in the UK, Spotify and Nike have reunited to launch the global Make Moves campaign. Girls in countries across Europe, the Middle East, Africa, and the US will now have access to this body-moving program. The idea is simple yet powerful: encourage girls to move to just one song a day to boost their mental well-being, using the power of music to make movement more joyful and accessible.
The power of the playlist
At the heart of the campaign is the Make Moves playlist, which lives in Spotify’s EQUAL hub. More than a playlist, it’s a collaborative project co-curated by a global community of artists, athletes, and teen girls. The goal is to celebrate the freedom and joy of movement, free from pressure or perfection.
The star-studded line up of curators includes Nia Archives, Jorja Smith, Kesha, Brazy, Bloody Civilian, SGAWD, Bridget Blue, KMAT, and Marte, alongside world-class Nike athletes Dina Asher-Smith, Keely Hodgkinson, Georgia Stanway, Ada Hegergberg, Mariona Caldentey, Rhasidat Adeleke, Sophie Hahn, Katarina Johnson-Thompson, Georgia Bell, Zoe Harrison, Lotte Wubben-Moy, and Amber Anning.
“Music has been my constant—a source of motivation, comfort, and energy through all the highs and lows,” said British track and field athlete Keely Hodgkinson. “That’s why a campaign focused on music and movement for teenage girls is so important. It’s during those years that so many girls start to drift away from sport. But staying active has taught me resilience, self-belief, discipline, and joy. If we can help more young girls stay in sport—and find their own rhythm, with music and movement—we’re giving them tools for life.”
Professional footballer Georgia Stanway added, “Music’s just one of those things that gets me. It lifts me when I’m low and hypes me up when I need to go full throttle. Whether I’m chilling or getting in the zone, music’s always there. It’s part of who I am, simple as that.”
Proven impact, global scale
The 2023 UK pilot of Make Moves, which provided grants to grassroots organisations focused on helping girls, demonstrated the tangible impact of this approach. The initiative reached more than 700 girls, resulting in a 20% improvement in confidence, a 40% increase in regular physical activity, and a 19% decrease in regular feelings of anxiety.
Spotify and Nike will also be making a donation to Selena Gomez’s Rare Impact Fund to further support youth mental health.
"We know that mental health and well-being are essential in helping young people thrive," said Elyse Cohen, president of the Rare Impact Fund and chief impact officer at Rare Beauty. "This support, through Nike and Spotify’s Make Moves campaign, enables us to expand access to critical resources so that young people everywhere can care for their mental health and feel empowered to reach their full potential.”
This program is a key part of Spotify’s broader social impact strategy, which is dedicated to supporting the well-being of creators and listeners and includes initiatives like Heart & Soul and Our Game Our Sound, as well as a partnership with 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 judgment, without limits.”
For Nike, Make Moves aligns with its vision for the future of youth sport, aiming for 50% girl participation in the company’s partner programs.
“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. “By helping girls integrate daily movement into their lifestyle and the rallying support of their key influences, we hope they find their own sense of enjoyment, confidence and belonging within sport—on their terms.”
By working together, Spotify and Nike are combining our strengths to create a more supportive and joyful environment for the next generation.
