Always and Walmart team up to ‘Keep Her Playing’

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CINCINNATI — Always and Walmart are teaming up with Olympic gold medal gymnast Laurie Hernandez on a campaign to encourage girls to stay involved in sports.

Keep Her PlayingMillions of girls quit participating in sports at puberty, losing a valuable opportunity to build skills and confidence that can help them succeed in other parts of their lives, according to the companies. In response, Always and Walmart have donated $250,000 to the Women’s Sports Foundation (WSF) to help girls stay in sports, and they are inviting consumers to participate by watching the #KeepHerPlaying video on For every view of the video through January 31, Always and Walmart will donate an additional $1, up to a potential total donation of half a million dollars.

Olympic gold medalist Laurie Hernandez has been enlisted to help support the cause.

“Throughout my athletic career, my parents’ support has meant the world to me,” Hernandez said. “They’ve kept me going in the moments where I wanted to give up and have helped me zoom out and see how sports would benefit me long after my Olympic run. I want all girls to feel the support I have always felt, so they are inspired to become who they want to be. This is why I’m excited to team up with Always and Walmart to help #KeepHerPlaying. Together, we can help keep more girls playing, feeling confident and striving for a better future.”

Research has shown that girls benefit heavily from sports, with leadership, confidence and teamwork as three of the top benefits reported. This is especially important now, with more than 1 in 3 young people feeling less confident as a result of missing out on after school activities, like sports, since the COVID-19 pandemic3 began. Always and Walmart are on a mission to help girls feel supported and confident to keep playing.

Always and Walmart are making a donation to the Women’s Sports Foundation to help girls all over the country stay in the sports that keep them confident. The Foundation’s mission is to enable girls and women to reach their potential in sport and life. Through its grants, fellowships, research, advocacy and curricula, WSF has positively shaped the lives of millions of girls through sports. Always’ contribution will help to increase their impact even more.

“Always has been committed to championing girls’ confidence for more than 35 years, and this is especially important now. We know the transformative power sports can have in unleashing that confidence, and that is why we want to help,” says Hesham Tohamy, senior vice president of feminine care at Procter & Gamble. “Always has been working with Walmart for more than four years to help girls thrive through our Live #LikeAGirl and #EndPeriodPoverty programs. This time, we are uniting forces again to rally everyone to encourage the girls in their life to keep playing. Their participation leads to developing the skills and confidence needed to do anything they put their mind to. Ultimately, it’s not how far she gets in sports, but how far sports can take her.”

Always and Walmart are urging consumers to support the effort this month by watching the Always #KeepHerPlaying video on, by sharing links to the video, and by joining the conversation by using #KeepHerPlaying hashtag.



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