Dove’s Self Esteem Project is entering its next chapter.

As part of the long-standing body positivity campaign, Dove has teamed with activewear giant Nike and tennis legend Venus Williams to launch the “Body Confident Sport” coaching program and online tool.

The initiative marks the first time Dove has teamed with an apparel company for its Self Esteem Project, which launched in 2004 with the goal of providing people with accessible self-esteem education.

Since then Dove has partnered with figures and companies including pop singer Lizzo; UNICEF, and Cartoon Network’s animated show “Steven Universe” to amplify its message of self-acceptance. The campaign has also long advocated against photo retouching and editing, warning of the effects they can have on young people in the age of social media.

Dove has said it aims to reach 250 million people by 2030 with the Self Esteem Project. Amidst what has been a major year for female sports — from the 50th anniversary of Billie Jean King’s “Battle of the Sexes” win, to New York Liberty’s record-breaking season — joining forces with Williams and Nike appears to be a promising step toward this goal.

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