There was a time when being told that you “play like a girl” was meant to be a serious insult, but times are a-changing! Always cast the phrase in a new light with their original #LikeAGirl video a couple of years ago, and they’re making sure the message is still coming in loud and clear with their latest video. After all, is there anything more reassuring than seeing the newest generation of little girls take a stand against what was once “the norm?” Yes, please.

Along with the video, Always also revealed new survey data, highlighting the need for a new norm:

  • By age 17, at the end of puberty, more than half of girls (51%) will have quit sports.
  • 67 % of girls feel that society does not encourage them to play sports.
  • Sports is critical in building confidence: a 2015 US consumer data study found that women ages 18-24 who play sports regularly are twice as likely to be confident than those who do not play at all.