A powerful message advocating for the protection of women’s sports has taken the internet by storm, thanks to a viral ad from XX-XY Athletics. The ad, titled “Real Girls Rock,” features former NCAA swimmer Riley Gaines and University of Nevada volleyball player Sia Liilii, challenging the narrative around trans inclusion in sports.
The ad, released by XX-XY Athletics founder and CEO Jennifer Sey ahead of the Super Bowl, showcases female athletes in training while highlighting the voices of critics who dismiss Gaines and Liilii as “transphobic” bigots. The video quickly gained traction, amassing over six million views and sparking a wave of positive feedback from viewers.
Among those impressed by the ad was “Harry Potter” author JK Rowling, a vocal advocate for women-only spaces. Rowling praised the ad on social media, lauding its message and encouraging her followers to support the brand. In a statement to Fox News Digital, Sia Liilii emphasized the significance of the ad, noting how it sheds light on the challenges faced by female athletes in an increasingly competitive landscape.
XX-XY Athletics, founded in 2024 by former Levi’s executive Jennifer Sey, was established in response to changes in Title IX policies and the landscape of women’s sports. Sey has been vocal about the importance of promoting women’s sports and female-only spaces through impactful advertising campaigns. In an interview with Fox News Digital, Sey emphasized the role of culture and branding in shaping societal attitudes towards women’s rights.
As XX-XY Athletics continues to make waves in the sports apparel industry, the brand’s commitment to empowering women and advocating for fair competition remains at the forefront of its mission. Through engaging and thought-provoking ads like “Real Girls Rock,” the company aims to inspire a new generation of athletes and supporters to champion women’s sports and equality in athletics.
Expert Insights: The Impact of Empowering Ads
In the realm of sports advertising, campaigns like the one launched by XX-XY Athletics play a crucial role in shaping public perception and driving meaningful conversations about gender equity in athletics. By highlighting the challenges faced by female athletes and advocating for their rights in a male-dominated arena, these ads serve as a powerful tool for social change.
According to marketing experts, the success of XX-XY Athletics’ ad lies in its ability to humanize the struggles of female athletes while challenging prevailing stereotypes and misconceptions. By centering the voices and experiences of women in sports, the ad resonates with viewers on a personal level, sparking empathy and solidarity among diverse audiences.
As brands increasingly leverage their platforms to address social issues and advocate for marginalized communities, the impact of empowering ads like “Real Girls Rock” extends far beyond the realm of sports. By promoting inclusivity, diversity, and gender equality, these campaigns pave the way for a more equitable and just society, where all individuals have the opportunity to thrive and succeed.
Building a Future of Equality: The Role of Brands in Shaping Culture
In today’s rapidly evolving social landscape, brands have a unique opportunity to influence cultural norms and challenge prevailing attitudes through innovative and purpose-driven marketing campaigns. By aligning themselves with social causes and advocating for positive change, companies like XX-XY Athletics are not only driving sales but also shaping public discourse and empowering marginalized communities.
As consumers increasingly demand authenticity, transparency, and social responsibility from brands, the role of companies in promoting gender equity and diversity has never been more critical. By taking a stand on issues like women’s rights in sports, brands can leverage their influence to effect meaningful change and foster a more inclusive and equitable society for all.
