Always® #LikeAGirl – Keep Playing Program Keeps Girls in Sports

Always® is teaming up with organizations around the world to contribute to the goal of keeping girls in sports with the Always® #LikeAGirl – Keep Playing program. Just in time for the Olympics, they are encouraging girls to give it their all in their favorite sports. Always® has teamed up with UN Women to help girls build and maintain their confidence through sports.  Here in the U.S., Always® will support Girls on the Run programs and work with retailers in an effort to help keep girls in sports.  

The goal of this program isn't just for girls to get dirty of the field, but to help build their confidence. Puberty can be a difficult time for girls. Their bodies are changing, and they sometimes feel awkward. Always has always helped girls have the confidence to play sports without worrying about leaks when it was that time of the month. Now, they are also driving awareness to the important role that girls play in a variety of different sports. 

The partnership with UN Women  kicked off this Saturday in Rio de Janeiro, Brazil. There, Always® committed its support to the UN Women & International Olympic Committee (IOC) initiative “One Win Leads to Another.” This partnership  will  allow 2,500 local Brazilian girls between the ages of 10-18 years to have access to sports and a confidence-building curriculum.  The goal is to invest in girls’ skills and training to support a generation of stronger, more confident and empowered women.

As part of the Keep Playing #LikeAGirl program, Always is working with retailers like Walmart to get the word out. Always® and Walmart® are working together to provide much-needed assistance to keep girls in sports across the US. Together, they will provide one girls team in each of the fifty states with resources like new equipment, uniforms or a facility upgrade.  The “50 Teams, 50 States” program started with a junior high girls’ basketball team in Hulbert, Oklahoma.

Always®  will also be supporting the Girls on the Run across the U.S. and expanding on the Always® Global Confidence Teaching Curriculum. This program benefits millions of girls around the world. These educational materials will contain sports-specific guidance for coaches and parents.  This is such a great program, and an amazing way to encourage girls to get involved in sports. For more information about the #LikeAGirl movement, visit www.always.com.