Data from the most recent Always Confidence & Puberty Survey, shows that by the end of puberty, half of girls surveyed (51 percent) 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. Hear their stories and be motivated by their passionate rallying call for all girls to keep playing by watching the Always Keep Playing #LikeAGirl video here: https://www.youtube.com/watch?v=Emawq64b0DU

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,” said 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 all1. 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 percent of girls feel that society does not encourage them to play sports.


Key ‘Always Puberty & Confidence Wave IV’ Study Findings

  • By age 17, at the end of puberty, more than half of girls (51%) will have quit sports
  • 7 out of 10 girls who quit sports during puberty felt they did not belong in sports
  • Only 1/3 of girls feel that society encourages girls to play sports
  • Three of the top benefits of staying in sports girls reported are increased confidence (62%), teamwork (64%) and leadership skills (54%)

Survey Methodology

*The Always Confidence & Puberty Wave IV Study was conducted by MSLGROUP Research utilizing Research Now Panels that surveyed a total of 1,514 Americans. There was a nationally representative sample group of 1,006 females aged 16 to 24 year old and 508 males aged 16 to 24. The survey was implemented between the dates of December 30, 2015 through January 7, 2016.

**The Always Confidence & Puberty Wave III Study was conducted by MSLGROUP Research utilizing Research Now Panels that surveyed a total of 1,800 Americans (1,300 American females aged 16 to 24 years old and 500 American males aged 16 to 24). There was a nationally representative sample group of 1,000 females and 500 males as well as an additional boost of 150 African American and 150 Hispanic American females. The survey was implemented between the dates of April 30, 2015 through May 8, 2015.

***The Always Confidence & Puberty Wave II Study was conducted by MSLGROUP using the Research Now Panel that surveyed a total of 1,800 Americans (1,300 American females aged 16 to 49 years old and 500 American males aged 16 to 49). There was a nationally representative sample group of 1,000 females and 500 males as well as an additional boost of 150 African American and 150 Hispanic American females. The survey was implemented between the dates of December 5, 2014 through December 12, 2014.