At puberty, girls' confidence plummets and more than half quit playing sports. As a sponsor of the 2016 Rio Olympics, Always partnered with soccer superstar Alex Morgan to draw attention to this fact by convincing Alex to do the unthinkable – quit herself. The response was overwhelming. The media and her fans pleaded with her to keep playing. We used this cultural moment to continue building conversation around the issue and to encourage girls to keep playing because sports keep girls confident.