Nike Faces Backlash as XX-XY Athletics Challenges Its Stance on Women's Sports
Nike's recent advertising efforts have ignited controversy, with critics accusing the brand of sidestepping pressing issues in women's athletics. In response, XX-XY Athletics, an apparel company founded by former gymnast Jennifer Sey, released a provocative campaign highlighting concerns over fairness in women's sports.
Nike's Controversial Ad Campaign
During the Super Bowl, Nike aired its first commercial in 27 years, titled "So Win," aiming to celebrate women's achievements in sports. The ad featured empowering messages such as, "You can’t flex, so flex," and "You can’t win, so win." However, many female athletes felt the campaign missed the mark by not addressing the inclusion of transgender athletes in women's sports.
Critics labeled the ad as "fake feminism," arguing that it ignored the challenges faced by biological female athletes competing against transgender women. Sia Liilii, a University of Nevada volleyball player, commented, "That Nike ad kinda represented old feminism. I don’t think anyone is telling women in sports they can’t champion their sport."
Related: From Gymnastics Glory to Corporate Controversy: The Jennifer Sey Saga
XX-XY Athletics' Response
In a direct challenge to Nike, XX-XY Athletics released a video titled "Dear Nike," featuring young female athletes questioning the brand's commitment to women's sports. The ad begins with girls asking, "Dear Nike, why won't you stand up for me?" and continues to highlight concerns over fairness and safety in women's athletics.
Jennifer Sey, CEO of XX-XY Athletics, emphasized the need for brands to take a clear stance: "As more and more males enter women’s sports, girls and young women are being denied opportunities, safety, and fairness."
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Jennifer Sey
Public Reaction and Ongoing Debate
The campaign by XX-XY Athletics has garnered significant attention, with supporters praising the brand for addressing a contentious issue. Riley Gaines, a former NCAA swimmer and advocate for women's sports, endorsed the ad, stating, "It’s not hard to stand up for women and girls, so why won’t Nike just do it?"
The debate continues to polarize opinions, with discussions about inclusivity, fairness, and the future of women's sports at the forefront.
