A provocative new ad from sportswear company XX-XY Athletics is challenging Nike to take a stand on the issue of men’s participation in women’s sports. The ad, which features a group of young women speaking directly to Nike, accuses the sportswear giant of hypocrisy for claiming to support women and girls while remaining silent on the issue of “biological males” competing in women’s sports.
The ad begins with a series of questions, asking Nike why it refuses to use its platform to advocate for women’s rights and oppose men’s participation in women’s sports. The girls in the ad argue that men’s involvement in women’s sports is not only unfair, but also poses a danger to women’s safety and well-being.
“Today, males are claiming our identity, our sports, our spaces,” the girls say. “It’s not fair or just. In fact, it’s often dangerous.” They urge Nike to use its influence to stand up for women and girls, and to prioritize their rights and safety above all else.
XX-XY Athletics, which was founded in March by former Levi’s executive Jennifer Sey, is unapologetically committed to protecting women’s sports and spaces. However, the company recently faced backlash from Chinese-owned social media company TikTok, which labeled the company’s ad as “hate speech” for supporting women and girls’ sports.
Sey has responded to the criticism, reposting the banned video on X and arguing that it contains no hateful or discriminatory content. Instead, she says, the ad simply highlights the facts about the dangers of men competing in women’s sports.
The issue of men’s participation in women’s sports has become a contentious debate in recent years, with some arguing that it is unfair to exclude individuals who identify as women from competing in women’s sports. However, others, including Sey, argue that the issue is not about identity, but about biology and fairness.
As the debate continues, XX-XY Athletics is using its platform to make its voice heard and to advocate for the rights and safety of women and girls in sports. The company’s message is clear: it will not back down from the fight to protect women’s sports and spaces.
