Always® and Walmart Support Girls in Sports with “50 Teams, 50 States” Program

Program Provides Support for Girls in Every State to Keep Playing

CINCINNATI–(BUSINESS WIRE)–Always® and Walmart are proud to announce the fulfillment of the “50
Teams, 50 States” program aimed at helping keep girls confident through
sports participation. Always partnered with retailers to drive awareness
of the benefits of keeping girls in sports, and is supporting #LikeAGirl
programs at retailers across the country. As a part of the Keep Playing
#LikeAGirl program, Always and Walmart have worked to identify
and provide much-needed assistance to girls’ sports teams across the
United States. Today, resources in the form of new equipment, uniforms,
facilities upgrades and funds have been fully committed, benefiting one
girls’ team in each of the fifty states.

Based on the insight from the Always #LikeAGirl – Keep Playing campaign
that nearly 7 in 10 girls feel that society does not encourage them to
play sports*, Always and Walmart wanted to highlight and
acknowledge girls’ efforts on sports teams all around the United States,
focusing on the teams who need and deserve support and encouragement to
keep playing #LikeAGirl most. From a powerlifting team in Mississippi,
to a softball team in North Carolina, a soccer team in Pennsylvania, and
a track and field team in Colorado, Always sought to recognize,
support and celebrate all of the hard work these girls put in every
single day to keep playing the sports they love, despite many obstacles.
In addition, as part of the Always #LikeAGirl – Keep Playing movement,
schools have received educational materials to help reinforce the link
between sports and confidence.

“Always is continuing its mission to stop the drop in confidence girls
experience at puberty by helping shed light on the important role sports
can play in building confidence and encouraging girls to Keep Playing
#LikeAGirl,” said Amanda Hill, Brand Director for North America Feminine
Care, Procter & Gamble. “The ‘50 Teams, 50 States’ program has
introduced us to amazing girls from all over the country. We’ve been
inspired by their stories of perseverance, and we can’t wait to see the
amazing things they’ll do now and in the future.”

“We’ve been so proud to support the Always ‘50 Teams, 50 States’ program
and get to know the stories of so many deserving girls,” said Annie
Walker, Vice President, Over The Counter Merchandising, Walmart U.S.
“Walmart and Always are both committed to making a difference for women
and girls and we’re thrilled to see this great program provide teams
with the resources they need to feel encouraged and confident this
season and for years to come.”

The “50 Teams, 50 States” program started with a junior high girls’
basketball team in Hulbert, Oklahoma. That entire experience was
captured last summer, and has been combined with highlights from other
teams around the country, in the new Always #LikeAGirl – 50 Teams Across
50 States video. Hear stories straight from the girls, see teams from
all types of sports, and be inspired by the impact that community
support can have on girls at this critical life stage by watching the
Always #LikeAGirl – 50 Teams Across 50 States video here:

About Always #LikeAGirl

The Always #LikeAGirl movement is being fueled by the millions of girls
around the world who are changing #LikeAGirl to mean amazing things. The
Always #LikeAGirl campaign launched in June 2014 was inspired by the
insight that the start of puberty and the first period mark the lowest
moment in confidence for girls and how harmful words can add to that
drop in confidence. It demonstrated the profound effect the phrase “like
a girl” can have on girls’ self-confidence and it inspired a movement,
which has started to change public perception: after seeing the
#LikeAGirl video, most people (76 percent of women ages 16 to 24 and 59
percent of men) said the video changed their perception of the phrase
“like a girl,”** according to the Always Puberty & Confidence Wave II
. But it could not stop there. In 2015, a new Always study
revealed that 72 percent of girls feel society limits them by telling
them what they should and should not do or be. And more than half of
girls felt that societal limitations would be the same or worse ten
years from now, showing a lack of hope for change. Always could not
accept that and launched the Unstoppable #LikeAGirl campaign to empower
all girls to show the world that they could do or be anything and
everything. In March 2016, the brand tackled the subtle bias conveyed
through emojis, and the resulting conversation can be credited in part
for 44 new female empowering emojis available on Apple iOS 10 and via
Facebook. In June 2016, the brand released new survey data which finds
that half of girls quit sports by age 17 and that seven in ten girls do
not feel encouraged to play, despite data that links sports
participation to increased confidence. To help keep girls in sports,
Always launched the new Always #LikeAGirl – Keep Playing initiative, now
in progress. For more information about the #LikeAGirl movement, visit

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 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.

About Always

Always®, the world’s leader in feminine protection, offers a wide range
of feminine pads, wipes and liners designed to fit different body types,
period flows and preferences. The Always line of feminine products
includes Always Infinity™, Always Ultra Thins, Always Maxis, Always
Liners and Always Feminine Wipes. Please visit
for more information.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit
for the latest news and information about P&G and its brands.


Lisa Rifenburg, 1-646-500-7615