Nike, NFL women’s sports Super Bowl commercials draw backlash amid national trans athlete controversies

The Super Bowl Ads Sparking Controversy in America’s Sports Culture War

The 2024 Super Bowl became an unexpected battleground in America’s ongoing culture war over trans athletes in women’s sports. Among the array of high-profile commercials aired during the event, two ads in particular stirred widespread controversy, drawing sharp criticism from advocates who oppose the inclusion of transgender athletes in women’s sports. These ads, one from the NFL and another from Nike, became flashpoints in a broader debate about fairness, biology, and the future of women’s athletics. While the ads were intended to celebrate female athletes and promote inclusivity, they inadvertently inflamed tensions, revealing deep-seated divisions in American society over gender identity and sports.

The NFL’s "Leave the Past Behind" Ad: A Celebration or a Slap in the Face?

The NFL’s commercial, titled "Leave the Past Behind," was designed to promote the expansion of girls’ flag football in high schools nationwide. The ad depicted a female flag football player outperforming male players, showcasing her speed, agility, and determination. While the NFL likely intended to inspire young girls and highlight the growing popularity of the sport, the imagery struck a chord with critics who argue that biological males possess inherent physical advantages over females in sports. Many viewers interpreted the ad as promoting the notion that female athletes can compete on an equal footing with males, a claim they believe is misleading and harmful to the integrity of women’s sports.

Prominent women’s advocacy groups, such as "Women Are Real," were quick to denounce the ad. In a scathing response on social media, the group accused the NFL of spreading a "lie" that undermines the achievements of female athletes. They argued that comparing women to men in sports only discourages girls and diminishes the value of women’s sports, which should celebrate female excellence without drawing unnecessary comparisons to male athletes. Similarly, Marshi Smith, co-founder of the Independent Council on Women’s Sports, criticized the NFL for perpetuating a narrative that erases the unique contributions of women in athletics. "Give us our own sports and stop comparing us," she wrote, echoing the sentiment of many who feel that women’s sports are being overshadowed by the debate over trans inclusion.

Despite the backlash, the ad also garnered praise from some viewers who appreciated its message of promoting girls’ flag football and empowering young female athletes. However, for opponents of trans inclusion, the imagery of female athletes outperforming males was seen as a thinly veiled endorsement of the idea that biological differences between the sexes are irrelevant in sports—a position they firmly oppose.

Nike’s Star-Studded Ad and the Backlash Over Trans Athlete Support

The second ad that sparked outrage came from Nike, which made its return to the Super Bowl after a 27-year absence. The commercial featured a star-studded lineup of female athletes, including Caitlin Clark, Sha’Carri Richardson, Jordan Chiles, and JuJu Watkins, celebrating their achievements and inspiring the next generation of women in sports. While the ad itself was visually stunning and uplifting, it drew criticism for Nike’s longstanding support of trans athletes competing in women’s sports—a stance that has alienated some customers and fueled accusations of hypocrisy.

The backlash was swift and furious. Riley Gaines, a former NCAA swimmer and conservative activist, slammed Nike for its ad while promoting a rival brand, XX-XY Athletics, which specializes in apparel with messaging that supports protecting female athletes from trans inclusion. Gaines, who is the first brand ambassador for XX-XY Athletics, called on viewers to "ditch Nike" and support a company that aligns with their values on women’s sports. Similarly, Jennifer Sey, the founder of XX-XY Athletics and a former U.S. gymnast, criticized Nike for its "empty" messaging and accused the company of ignoring the concerns of female athletes who feel their opportunities are being threatened by the inclusion of trans athletes.

Sports broadcaster Michelle Tafoya also weighed in on the controversy, describing Nike’s ad as "stuck in stereotypical language from about 25 years ago" and questioning the company’s decision to spend millions on an ad that she deemed ineffective. The criticism of Nike’s ad reflects a broader frustration among some consumers who feel that major corporations are prioritizing progressive ideologies over the interests of female athletes.

Public Opinion on Trans Athletes in Women’s Sports: A Divided but Decisive Stance

The controversy over the NFL and Nike ads highlights a broader cultural divide in America over the inclusion of trans athletes in women’s sports. However, recent polling suggests that public opinion is far from split. A New York Times/Ipsos survey found that 79% of Americans believe that biological males who identify as women should not be allowed to compete in women’s sports. Even among Democrats, a majority (67%) oppose the inclusion of trans athletes in women’s sports. These numbers are consistent with other polls, including a Gallup survey last year, which found that nearly 70% of Americans oppose biological males competing in women’s sports.

The data underscores a growing consensus that biological differences between men and women give the former a physical advantage in most sports, and that allowing trans athletes to compete in women’s categories could undermine fairness and create an uneven playing field. Advocates for women’s sports argue that protecting female athletes is not about discrimination but about preserving the integrity of women’s sports and ensuring that girls and women have equal opportunities to compete and succeed.

Political Action and the Fight for Women’s Sports: A Growing Movement

The debate over trans athletes in women’s sports has also entered the political arena, with President Donald Trump recently signing an executive order titled "No Men in Women’s Sports" on February 5. The order aims to restrict biological males from competing in women’s sports at the federal level, though its enforcement will likely face challenges from states that support trans inclusion. California and Minnesota, for example, have already indicated that they will defy the order and continue to allow biological males to compete in women’s sports and share locker rooms with female athletes.

The passage of such an order reflects the growing politicization of the issue and the willingness of some lawmakers to take a stand on behalf of women’s sports. However, the pushback from states like California and Minnesota highlights the ongoing challenges in finding a unified approach to this deeply divisive issue. As the debate rages on, one thing is clear: the future of women’s sports hangs in the balance, and the outcome will have far-reaching implications for athletes, schools, and society as a whole.

The Broader Cultural Context: Why This Debate Matters

The controversy over the NFL and Nike ads is not just about two commercials; it is part of a larger cultural conversation about gender, identity, and fairness in sports. This debate reflects fundamental questions about how society views and values women’s achievements, the role of biology in athletics, and the balance between inclusion and fairness. For many advocates, the issue is not about excluding trans athletes but about ensuring that women’s sports remain a safe and equitable space for female athletes to compete and thrive.

The backlash against the ads also highlights the growing frustration among some Americans who feel that corporate America and progressive elites are out of touch with mainstream values. Companies like Nike, which have long been associated with social activism, are finding themselves at the center of a firestorm, as consumers increasingly demand that brands take stands on contentious issues like trans inclusion in sports.

Conclusion: The Unresolved Future of Women’s Sports

The debate over trans athletes in women’s sports is far from resolved, and the controversy surrounding the NFL and Nike ads serves as a reminder of just how divided America remains on this issue. While some celebrate the inclusion of trans athletes as a step forward for equality, others argue that it comes at the expense of fairness and opportunity for female athletes. As the cultural and political battle continues, one thing is certain: the future of women’s sports will depend on how society balances the competing values of inclusion, fairness, and women’s excellence.