XX-XY Athletics, a brand emerging with a bold statement in the sports apparel industry, has launched an ad campaign titled “Dear Nike,” aimed directly at championing the integrity of women’s sports. 

In short, the campaign focuses on the biological distinctions between males and females, arguing that trans-identified biological men don’t belong in women’s and girls’ sports.

The video features dozens of girls asking Nike, the kind of the athletic apparel market, to make a statement in support of women’s-only sports, many of which are getting trampled on by transgender-identified biological males.

The ad challenges Nike, a giant in the athletic apparel market, to reconsider its stance on transgender participation in sports, particularly women’s sports.

“Why won’t you stand up for me?” girls ask in the ad. “Men and boys are stealing opportunities, medals, trophies, and our future. It is not fair, or just. In fact, it is often dangerous.” 

Founded by former U.S. national gymnastics champion Jennifer Sey, XX-XY Athletics was officially launched on March 25, 2024. 

Nike did not respond to a request for comment before publication. 

Women’s rights vs. Trans rights

Conservative politicians have become increasingly vocal about the need to protect female sports, including Canada’s Conservative leader, Pierre Poilievre. The Republican’s Presidential candidate, Donald Trump, has also promised to address “transgender insanity” if elected November 4.

On the other hand, left-leaning politicians have mostly condemned such ads and policies that seek to protect female sports from biological males. Earlier this year, Prime Minister Justin Trudeau called a proposed ban on such a “far-right” position.