Rebel Girls and Nike have partnered on a new content series geared towards engaging Generation Alpha girls, amplifying their love for sport, and inspiring them to be confident through sport.

Recent studies show critical confidence gaps not only between gender but also between girls who do and do not play sport. And this fact is noteworthy given that among girls who play sport, 68% are happy on a daily basis, which is nearly 20 percentage points higher than those who do not.

Research also shows that low body confidence is the number-one reason why girls stop playing sport. Between the ages of 8-14, girls’ confidence level drops by 30%; and simultaneously girls are 2x as likely as boys to drop out of sport by the age of 14.

Rebel Girls and Nike aim to build girls’ confidence and encourage them to stay in sport at a critical moment in their girlhood journey through multi-platform content featuring today’s trailblazing women athletes.

Central to the collaboration is a new original book featuring A’ja Wilson, entitled A’JA WILSON: The Best is Yet to Come. The book will be complemented by an episode of Rebel Girls’ award-winning podcast Good Night Stories for Rebel Girls and their Get to Know video series.

A’JA WILSON: The Best is Yet to Come is based on interviews with A’ja, who shares intimate thoughts on how she fell in love with basketball, rose to the top of her game, and tips for girls on how to practice and train like her. With a foreword by A’ja’s college basketball coach, Dawn Staley, girls will also find prompts to help them unlock their inner athlete superstar.

The book will be distributed for free at select Nike stores, through events and community partners, and will be available for digital download via the Rebel Girls website starting this week.

A’JA WILSON: The Best is Yet to Come was written and designed by Rebel Girls in collaboration with Nike and A’ja Wilson.

Additional audio and video content features:

• Sabrina Ionescu
• Rayssa Leal
• Sky Brown
• Faith Kipyegon
• Isabelle Kyson

Content will be distributed beginning April 28 and continue throughout May via Rebel Girls channels including:

• Rebel Girls x Nike landing page hosted by Rebel Girls;
• Video will be available on Rebel Girls YouTube channel;
• Audio content will be available via the Rebel Girls App in the Apple App Store and the Good Night Stories for Rebel Girls podcast, available wherever you listen.

 “We’re thrilled to continue our four year partnership with Nike and create exclusive book, audio and video content to celebrate the one and only A’ja Wilson as part of the A’One campaign. A’ja is a true Rebel Girl who empowers girls to be their most authentic and confident selves. Her story and those of other athletes in the campaign exemplify the power of joy, tenacity, resilience, and community that we wish for every girl,” said Jes Wolfe, CEO, Rebel Girls.”

“Working with Rebel Girls amplifies the stories that hero Nike’s trailblazing athletes. They share our passion to inspire girls through sport, helping us fuel the momentum we see today in women’s sports. We want all girls to experience the power of sport to build a lifetime of confidence.” said Stephanie Ankrah, VP, Nike Kids Global Brand Management

Rebel Girls has previously partnered on content including books, video, audio and in real-life activations with Nike including: Body Confident Sport curriculum (2024); Here to Win (2024); What If You Can? (2024); Rebel Girls Kick It (2023); and Rebel Girls: Game-Changing Footballers (2022). Visit com/Nike to discover the stories from these campaigns.

Stay tuned for more inspiring stories on women in sport!

About Rebel Girls
Rebel Girls, a certified B Corporation, is a global, multi-platform empowerment brand dedicated to helping raise the most inspired and confident generation of girls. The brand purposefully creates content, products, and experiences to empower gen alpha girls and equip them with the knowledge and tools they need to thrive. Because confident girls will radically transform the world. Launched in 2024, Rebel Girls Sport is a new vertical built on the brand’s vast storytelling library celebrating women athletes; and an emerging destination to inspire girls, build confidence and create lifelong fandom through content, experiences and product. With a growing community of 38 million self-identified Rebel Girls spanning more than 115 countries, the brand engages with Generation Alpha through its book series, premier app, events, and merchandise. To date, Rebel Girls has sold more than 11 million books in 62 languages and reached 75 million digital listens/views. Award recognition includes New York Times bestseller list, 2022 Apple Design Award for Social Impact, 10 Webby Awards, and more.

About Nike
At Nike, we believe that the future of sport is creative, inclusive, and unlimited in possibility. That’s because the next generation isn’t thinking about how they can create change when they grow up but they’re leading the way now. For us, it all starts with listening to the voice of the athlete. It means that we are listening to an entirely new generation of athletes – athletes with a perspective on their world and a relationship to sport that’s unlike any other generation that’s come before. We try to understand more about the emotional and physical barriers that kids today face – in sport and in life. The more we listen, the more we learn. And the more excited we are about the chance to redefine sport with and for a new generation. We believe play is the gateway. We want you to remember that you don’t do Sports – you Play Sports and we want to inspire every athlete to play – to play more and play faster.