On March 6, XX-XY Athletics launched a new ad called "You can’t speak. So speak."
The ad was a response to Nike’s Super Bowl ad called “You can’t win. So win.” Nike’s ad pushed a narrative of fake feminism to champion female athletes faced with sexism telling them that they can’t win.
But women aren’t told they can’t win. Or fill stadiums. Or be emotional. As the ad asserts. Nike creates a fake enemy to push back against, to position themselves as the heroes encouraging and celebrating female athletes.
It’s fake feminism, circa 1990. And it is not the world we live in today.
In reality, there is only one thing female athletes are told they cannot do and that is stand up for the protection of women’s sports. So our ad is a response that highlights this fact.
In the ad, we also highlight the stories of the women who are told they can’t speak up for the integrity of women’s sports, but do it anyway. They face bullying, harassment, physical assaults, job loss, some are even barred from competing in their sport. All for the crime of saying women’s sports are for women only.
XX-XY Athletics’ latest ad is an honest look at what women who stand up must endure when they dare to push back. And it is a celebration of their courage, character and resilience. You can’t speak. So speak.
