During Super Bowl LIX, both Nike and the NFL aired inspirational commercials celebrating female athletes, aiming to highlight women’s contributions to sports. However, these ads faced criticism from various groups who perceived them as either insincere or inadvertently undermining the very athletes they intended to honor.
Nike’s “So Win” Campaign
Nike’s “So Win” commercial, from W+K, marked the brand’s first Super Bowl advertisement since 1998. The 90-second spot featured prominent female athletes, including Caitlin Clark, A’ja Wilson, Jordan Chiles, and Sha’Carri Richardson, showcasing their achievements and resilience. The ad aimed to empower women in sports by challenging stereotypes and highlighting their successes.
Despite its empowering message, the ad faced backlash due to Nike’s previous support for transgender athletes competing in women’s sports. Critics argued that the company’s stance potentially undermines cisgender female athletes’ opportunities and achievements.
Former NCAA swimmer Riley Gaines criticized the ad, suggesting that Nike’s support for transgender inclusion in women’s sports contradicts the empowerment message of the commercial. She encouraged consumers to support alternative brands that prioritize the integrity of women’s sports.
Jennifer Sey, founder of XX-XY Athletics and a former U.S. gymnast, also condemned Nike’s ad. She argued that the only limitation placed on female athletes today is the inability to advocate for the exclusivity of women’s sports to biological females. Sey’s critique highlights the tension between promoting inclusivity and preserving competitive fairness in women’s athletics.
NFL’s “Leave The Past Behind” Advertisement
The NFL’s “Leave The Past Behind” commercial, created by 72andSunny, aimed to promote the expansion of girls’ flag football programs in high schools across the United States. The ad featured a female flag football player evading male opponents, showcasing her agility and skill.
This portrayal drew criticism from women’s advocacy groups who felt that depicting a female athlete outperforming male players was unrealistic and potentially harmful. The group “Women Are Real” expressed that such representations could discourage young female athletes by setting unattainable standards and ignoring inherent biological differences. They emphasized that women’s sports should celebrate female excellence without direct comparison to male counterparts.
Marshi Smith, co-founder of the Independent Council on Women’s Sports, questioned the necessity of showing women competing against men. She advocated for providing women with their own platforms in sports without drawing comparisons to male athletes.
Broader Implications and Public Response
These controversies highlight the complex landscape brands navigate when addressing gender and inclusivity in sports. While the intention behind the ads was to celebrate and promote women’s athletics, the execution sparked debates about fairness, representation, and the definition of inclusivity.
Public reactions were mixed. Some viewers praised the ads for encouraging female participation in sports and challenging outdated stereotypes. Others felt that the commercials missed the mark by not adequately considering the nuanced discussions surrounding gender identity and competitive equity in athletics.
These incidents underscore the importance of brands engaging in thorough dialogue with diverse stakeholders when crafting messages on sensitive topics. Balancing the promotion of inclusivity with respect for competitive fairness remains a challenging endeavor, requiring careful consideration and empathy.
As discussions about inclusivity and fairness in athletics continue, brands must navigate these topics thoughtfully to resonate authentically with all audiences.
REELated:
Reese’s teases explosive Big Game spot
