Movement is more than exercise—it’s confidence, connection, and a little bit of everyday joy. That’s the premise behind Make Moves, a global partnership from Spotify and Nike designed to help teen girls reclaim movement on their own terms, free from pressure and perfection.
Building on a successful U.K. pilot, the initiative is rolling out across Europe, the Middle East, Africa, and the U.S., turning one deceptively simple idea into a daily ritual: move to a single song a day.
The heart of the campaign lives on Spotify’s EQUAL hub as a co-curated Make Moves playlist. It’s stitched together by a community of artists, athletes, and teen girls, celebrating the small, human moments that move feel good again.
Names like Nia Archives, Jorja Smith, Kesha, Brazy, Bloody Civilian, SGAWD, Bridget Blue, KMAT, and Marte sit alongside Nike athletes, including 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. The point isn’t performance. It’s presence. Watch below:
“Music has been my constant—a source of motivation, comfort, and energy,” says British middle-distance star Keely Hodgkinson, noting how many girls drift away from sport during their teen years. “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.” Footballer Georgia Stanway echoes that sentiment: “Music lifts me when I’m low and hypes me when I need to go full throttle… It’s part of who I am.”
The need is urgent. A 2024 World Health Organization study cited by the partners points to a stark reality: 85% of teenage girls aren’t meeting recommended physical activity guidelines—a figure with clear consequences for mental well-being.
Make Moves meets that challenge head-on by removing the barriers and reframing movement as a feel-good, pressure-off habit. The 2023 pilot reached more than 700 girls through grants to grassroots organizations, with reported gains in confidence (+20%), regular physical activity (+40%), and reductions in frequent anxiety (-19%).
“Teen girls around the world are facing an urgent mental health crisis,” says Lauren Wurgaft, Spotify’s global head of social impact. “By combining the power of music and movement, we’re helping girls reconnect with themselves, their communities, and their sense of joy.” Nike’s Dan Burrows, Global GM, Future of Youth Sport, adds that the partnership supports the brand’s goal of reaching 50% girl participation across partner programs—and crucially, meeting girls where they are.
The campaign also includes a donation to Selena Gomez’s Rare Impact Fund to expand youth mental-health resources. “This support enables us to widen access to critical tools so young people everywhere can care for their mental health and feel empowered,” says Elyse Cohen, the fund’s president and chief impact officer at Rare Beauty.
Shot through all of it is a reset: movement doesn’t have to look like drills, tryouts, or a stopwatch. It can be headphones on, lights low, one track, two minutes—enough to feel the beat and move a little. With Make Moves, Spotify and Nike aren’t chasing viral trends; they’re building a simple, sustainable practice that teen girls can own, repeat, and—most importantly—enjoy.
CREDITS:
BRAND: NIKE
General Manager: Dan Burrows
BRAND: Rare Impact Fund
President: Elyse Cohen
AGENCY: Spotify
Head of Social Media: Lauren Wurgaft
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