Read about the controversy surrounding Nike's decision to use a transgender influencer, Dylan Mulvaney, in its marketing campaign promoting women's sportswear.
Be Kind, Be Inclusive But Has Nike Lost Its Fans?
Athletic apparel giant Nike has been under scrutiny for its decision to use transgender influencer Dylan Mulvaney, 26, to market its female clothing line. The move has been met with backlash, with many calling for a boycott of the company under the hashtag campaign #GetWokeGoBroke.
However, Nike has doubled down on its decision to use Mulvaney, issuing a statement on its official Instagram account instructing customers to "Be kind, be inclusive ... Encourage each other." The company also vowed to remove any comments that were not "in the spirit of a diverse and inclusive community."
Despite Nike's response, legendary Olympic swimmer Sharron Elizabeth Davies MBE, 60, and others including college swimming champion Riley Gaines, 23, have called for customers to stop buying Nike's products. Davies said Nike's decision represented a "step" back after some sports organizations created protected categories for biological women in competitions.
No Breasts, But In A Sports Bra: "It just doesn't make sense"
Davies also took issue with the item of clothing Mulvaney wore in the advertisement, pointing out the company's treatment of other athletes in the past. "Dylan is advertising sports bras when there's nothing to put in the sports bra, when actually it's really important women get proper support when they do sport. It just doesn't make sense," Davies said.
For many (especially online) Nike's decision to use a transgender influencer in its marketing campaign is seen as a betrayal of women's sports. Some believe that the company's treatment of female athletes in the past, such as reducing Olympic sprinter Allyson Felix's sponsorship by 70% after she became pregnant, shows a lack of support for women in sports.
However, Nike has also seen an uptick in sales, especially after English soccer star Chloe Kelly showed off Nike gear after scoring a goal in the World Cup. Mulvaney's compensation for the paid social media posts has not been publicly revealed but its said to be upwards of $100,000 per post or campaign (and considering the size of the corporation, they could easily afford it).
Nike's Backlash on Twitter Is Fierce
"In the face of females athlete being made to complete against born male athletes via 'transwoman', Nike has shown they do not stand by their female athletes," one user said, continuing: "And as a retired athlete, husband to a former collegiate athlete, and a girl dad, I will no longer buy Nike."
Another user highlighted Nike's "instructions" on "social issues", saying: "So, Nike is instructing customers on how they should perceive social issues and how they should act. Is that how the customer-vendor relationship works now? I'd rather go barefoot than take moral advice from a corporation known for its prolific use of sweatshops."
Ultimately, the use of a transgender influencer in Nike's marketing campaign is a divisive issue. While some see it as a step towards inclusivity and representation, others believe that it undermines the achievements and hard work of biological women in sports. As the debate rages on, it remains to be seen how Nike will respond to the criticism and whether or not it will affect the company's bottom line.
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