Dove: Dove Deodorant Serves Up Freshness at the US Open Tennis

Dove x Body Confident Sports made a powerful debut at the US Open as an official sponsor, bringing its mission of helping young girls stay confident and engaged in sports to one of tennis’ biggest stages. Through a series of creative activations, Dove brought together athletes, fans, and cultural conversation around confidence and sport.

As the “Official Sponsors of Underarms,” Dove Deodorant came to life with a high-energy, interactive booth positioned directly in front of Arthur Ashe Stadium. Designed in partnership with Edelman, the booth offered fans free samples, playful engagement moments, and opportunities to connect with talent. Rising tennis star Emma Navarro joined the activation, stopping by to capture content and meet with fans, further amplifying Dove’s presence on social media. Her content began rolling out on Instagram during the tournament, building excitement and visibility for the brand.

Dove also partnered with legendary athlete Venus Williams to anchor the #KeepHerConfident campaign at Fan Fest Kids Day. While her first-round exit drew headlines, Venus continued to inspire fans by embracing her remarkable comeback at 45 years old and championing the brand’s mission to instill confidence in the next generation of athletes. Her appearance at the pop-up event highlighted Dove’s commitment to driving cultural impact, ensuring that conversations about confidence in sports reached audiences well beyond the court.

‍