Last year, former NCAA swimmer and women’s sports advocate Riley Gaines called for October 10 to be deemed as “XX Day” or “Real Women’s Day.” The movement began as a direct push against the fact that biological men are being rewarded for thinking they’re women. An example of this would be Rachel Levine, a man appointed by President Joe Biden to be U.S. assistant secretary for Health, who was classified by USA Today as their Women of the Year in 2022. As Gaines wrote in an article published on Fox News, “Whether it’s men taking our awards or accessing our once single-sex spaces, it’s clear women are being erased. Real women.”

“I started brainstorming,” she added. “How can we get back to honoring real women when it’s a woman’s recognition to be had? I thought of Oct. 10. It’s the 10th day of the 10th month, which is demoted in Roman numerals by XX. If you took Biology 101, then you probably remember which chromosomes make a human female: XX. Thus, Real Women’s Day was born — to be celebrated on Oct. 10 (XX).”

In honor of the second year celebrating XX Day, CEO and Founder of XX-XY Athletics Jennifer Sey released an ad that featured “a succession of young girls and women asking Nike to speak out against males competing in female sports based on gender identity,” The Washington Times reported. The video, one minute in length, starts off with multiple girls stating: “Dear Nike: Why won’t you stand up for me? Why do you claim to support women and girls, and yet when we need you most, you remain silent?”

The girls in the ad go on to say: “Today, males are claiming our identity, our sports, our spaces. Men and boys are stealing opportunities, medals, trophies, and our future. It is not fair or just. In fact, it’s often dangerous, and yet you refuse to use your platform to stand up. You say you’re for social justice and progress, so why do you allow men’s rights to come before ours?” The ad concludes with a little girl asking, “Will you stand up for me? Will you just do it?”

The video was posted on X, and many users commented their support for its message. “I love this campaign!” one wrote. “We’re watching you, Nike,” another stated, adding, “It is sick to prioritize the precious feelings of men over the physical safety of girls and women.” Others expressed how they find it “infuriating that such a video even needs to be recorded.” Overall, the consensus from most seemed to be that the ad was both “heartfelt” and “powerful,” and it sparked many to follow the ad’s example in calling for a change from the popular athleticwear company.

“Nike better be listening,” said Doreen Denny, senior advisor for Concerned Women for America, in comment to The Washington Stand. “XX day is every day for girls in sports and Nike’s brand is on the line.” She emphasized how “the voices of these young athletes speak loudly and clearly against the injustice and discrimination of males competing in girls’ sports” because “they know exactly what’s at stake, and they won’t be fooled.” Not to mention, added Family Research Council’s Mary Szoch in her own statement to TWS, “The truth that human beings are created by God as men and women is something that our world should celebrate every day.”

Moving forward, Szoch concluded, “I hope that Nike responds to this call by celebrating the equal dignity and complementarity of men and women.”