The Empty Stall launches August 30 at BMO Field, turning the impact of girls dropping out of sport into a powerful visual, rallying Canadians to help keep the next generation confident and in the game

TORONTO, ON (August 28, 2026) — When AFC Toronto players enter their locker room at BMO Field on August 30, one stall will remain deliberately empty.

The striking visual is at the heart of The Empty Stall, a new campaign from Dove and AFC Toronto representing the girls who leave sport due to low body confidence, and the confidence, connection and joy they can miss out on when they do. The campaign marks the next chapter of the Dove and AFC Toronto’s work together, as they extend their partnership for another two years to help keep girls confident and in the game.

According to Dove research, 1 in 2 girls who quit sports are criticized for their body type, and appearance-based judgment in sport can make girls less likely to stay in the game, putting the confidence, connection and sense of belonging sport can build at risk. To help address these barriers, Dove launched a first-of-its-kind Dove Body Confident Sport Program in 2023, equipping coaches, parents and mentors with tools to create more positive and inclusive sport environments.

“Partnering with Dove over the next two years allows us to do more than talk about change – it allows us to actively build it. At AFC Toronto, we see firsthand how powerful sport can be in shaping confidence, identity, and belonging for young girls,” said Kathleen Hegarty, VP Brand and Partnerships, AFC Toronto. “The Empty Stall is a simple but powerful reminder of what is at stake, and of our responsibility as a club to help ensure every girl who wants to play has the support and confidence to stay in the game.”

“Every empty place in sport represents a girl who may be missing out on the confidence, community and joy that come from staying in the game,” said Marcela Melero, Dove Chief Growth Officer. "The Empty Stall makes that loss impossible to overlook, while reminding us of the role we can all play in helping girls feel valued for what their bodies can do - not judged for how they look – while playing.”

Making the invisible visible: The Empty Stall

When AFC Toronto hosts Ottawa Rapid FC Pat BMO Field on August 30, one stall in the AFC Toronto locker room will sit visibly empty among the players who stayed in the game.

Four AFC Toronto players, Shelina Zadorsky, Sabrina D'Angelo, Colby Barnett and Nikayla Small, will share stories about the coaches, family members, teammates and role models who helped build their confidence and keep them playing.  

“My grandma played a huge part in helping me stay in the game," said Nikayla Small, AFC Toronto Captain. “She believed in me before I really knew what I was capable of and was always there to encourage me, especially when things got hard. She made me feel like I belonged and reminded me why I loved playing. When I think about the journey that brought me here, I know I didn’t get here alone." 

The campaign will come to life through original photography, video and social content, as well as a custom warm-up kit that brings its message to life on the pitch. The two-sided design creates a contrast, pairing images of AFC Toronto players as young girls playing the game they grew up loving with a clean white side featuring Dove's "Keep Her Confident" message. The contrast represents the girls who are still in the game and those who are missing from it. Each player's kit will also recognize by name of someone who played a meaningful role in helping her stay.

Together, AFC Toronto and Dove are challenging Canadians to look beyond the statistic and recognize the difference one person can make in keeping girls in sport so they can thrive.

Support a young athlete in your life by downloading the Dove Body Confident Sport Program at no cost HERE and join Dove to help girls ages 11–17 build body confidence and stay in the game. 

#KeepHerConfident

*About the Research:
Dove commissioned this survey to expose the reality of girls' experience in sports and the impact it has on their confidence, as well as the drivers behind girls dropping out and potential solutions. We asked 4,917 children of different ages, ethnicities and socio-economic backgrounds in Brazil, Canada, Germany, Italy, Japan, the UK, and US to take part in a 15-minute online survey. The study included 3,506 girls aged between 9-17 years old (approximately 500 from each country) and 1,391 boys aged 9-17 years old (approximately 200 from each country) who had the consent of a parent or legal guardian to take part.

About AFC Toronto
AFC Toronto is a founding club in the Northern Super League, Canada's new professional women's soccer league. The club continues to deliver a winning culture for players, staff and supporters throughout the 2026 season.

Rooted in community and driven by purpose, AFC Toronto exists not only to compete at the highest level, but to create a platform for girls and women to lead, grow and thrive, on and off the pitch. Guided by its ethos, Run It Our Way, the club is reimagining what it means to pursue excellence, build meaningful connections and define success on its own terms.

Media Contacts:
Christina Miller, Director, Public Relations, Media & Communications
AFC Toronto
cmiller@afctoronto.ca

Maddie Watson
Edelman
Maddie.Watson@edelman.com

Shae Pollock 
Edelman
Shae.Pollock@edelman.com