How many times have we heard comments like “girls shouldn’t play that sport” or seen girls’ teams playing in half-filled arenas? What impact does this have on girls and their desire to play sports throughout puberty? These are critical questions that Always, leader in global feminine care and the brand committed to championing girls’ confidence, is asking about sports – an activity recognized for its profound and long-term impact in helping girls build and maintain confidence. As the world prepares for the Rio 2016 Olympic Games, Always wants to urge, encourage and inspire girls everywhere to Keep Playing #LikeAGirl.

Data from the most recent Always Confidence & Puberty Survey*, shows that by the end of puberty, half of girls surveyed (51%) will have quit sports. To help shed light on this issue, Always partnered with Academy Award-nominated documentary filmmaker Nanette Burstein to find out how girls feel about playing sports. The new #LikeAGirl video, asked girls about their athletic experiences, the challenges and the benefits, what helped them stay in the game or what led them to quit.

U.S. soccer star and Olympic gold medalist Alex Morgan is partnering with Always #LikeAGirl to share her own story and encourage girls to keep playing sports. “At age thirteen one of my coaches told me that I wasn’t good enough. As a young girl just wanting to play and do my best, that was difficult to hear. It would have been easy for me to quit – but I wouldn’t be the confident person I am today if I had,” says Morgan. “That’s why I am proud to be part of the Always #LikeAGirl mission to help keep girls confident at puberty by inspiring them to keep playing sports.”

Many studies have found that ongoing participation in sports is a high contributor to confidence in girls—at any level and provides valuable skills to help them stay confident to do any and every thing later in life. In fact, a recent 2015 U.S. consumer data study, showed that women ages 18 to 24 are twice as likely to be confident if they play sports regularly, compared to those who do not play at all. Additionally, the recent Always survey found that girls reported that three of the top benefits of staying in sports are increased confidence, teamwork and leadership skills. However, despite the known benefits, girls still report that they don’t feel like they belong in sports.

Further, 67% of girls feel that society does not encourage them to play sports.

“The Olympic Games are a time when – all around the world – female sports participation is elevated in the public eye and for that reason, we could not think of a better moment to drive awareness of the critical role sports play in building girls’ confidence,” says Michele Baeten, Always associate director, Procter & Gamble. “We will rally and unite Olympic athletes, the International and National Olympic Committees and other organizations, to spark a change and inspire a world in which every girl truly feels that she can play sports and will Keep Playing #LikeAGirl!”