Female Athletes Fire Back at Nike's Super Bowl Ad: 'Ignoring the Real Problem'

Nike’s return to the Super Bowl ad stage after 27 years should have been a triumphant moment, but instead, it’s ignited a storm of controversy. The ad, featuring a star-studded lineup of female athletes like Caitlin Clark, Sabrina Ionescu, and Sha’Carri Richardson, aimed to deliver empowering slogans such as "You can’t flex, so flex" and "You can’t win, so win." Bold statements, sure, but not everyone is buying it.

Critics argue that the ad misses the mark completely, particularly on Nike’s stance regarding transgender athletes competing in women’s sports. Enter XX-XY Athletics, a group dedicated to defending fairness in women’s sports. They released a video of female athletes reacting to Nike's campaign, and let’s just say, the reviews weren’t glowing.

Powerlifter April Hutchinson, suspended for two years by the Canadian Powerlifting Union for speaking out against transgender athletes in women’s competitions, slammed the ad. "I’ve never been told that I can’t flex or can’t do this or that," Hutchinson said, pointing out the disconnect between the slogans and the actual challenges faced by female athletes.

Sia Liilii, captain of the University of Nevada women’s volleyball team, echoed similar frustrations. Having fought against competing with trans athletes, she called the ad "old feminism" and added, "I don’t think anyone is telling women in sports they can’t champion their sport." Others in the XX-XY Athletics video labeled the campaign as "fake feminism" and accused Nike of "ignoring the real problem." Ouch.

The core of the backlash is what XX-XY Athletics describes as a glaring omission: the inability of women to speak openly about protecting their sports. A press release from the group summed it up: "Women can flex, be confident, be emotional, fill stadiums. And win. But what can’t they do? Speak. On one subject in particular: protecting women’s sports." The message was punctuated by Riley Gaines, a sports civil rights advocate, who urged Nike to "Just do it. Stand up for women. It’s the easiest thing in the world to do."

Jennifer Sey, a former gymnast and founder of XX-XY Athletics, also took to social media to call out Nike. "The only thing female athletes are told they can’t do is stand up for the integrity of their sports," she wrote. Veteran sports journalist Michele Tafoya chimed in, criticizing the ad’s outdated language and calling it "a waste of ad dollars."

Adding political weight to the debate, former President Donald Trump recently signed the "No Men in Women’s Sports" executive order, further polarizing opinions on the issue. While some states have complied, others, like Minnesota, continue to push back against such policies.

So, what was meant to be a bold statement by Nike has instead become a flashpoint in the ongoing battle over gender and fairness in sports. Empowerment slogans are all well and good, but when they miss the bigger picture, they risk coming off as tone-deaf. And in this case, Nike might need to rethink its game plan.