Nike Announces their Partnership with Trans Activist and Actress Dylan Mulvaney
Photo: MATT WINKELMEYER via: Rolling Stone
Earlier this month, sportswear giant Nike announced that trans activist and actress Dylan Mulvaney was their new sportswear model and ambassador. Mulvaney took to instagram to announce her excitement for the partnership with a sponsored photoshoot in Nike gear saying, “Home for a moment and leaning into cozy workout wear like with @nikewomen’s newest Zenvy leggings and Alate bra!” Along with, “They’re so comfortable and buttery soft, perfect for workouts and everyday wear! #feelyourall #teamnike #nikepartner.” However, this recent partnership announcement has been met with increased backlash towards Nike and Mulvaney with many high profile people such as Caitlyn Jenner moving to social media to express their negative feelings towards the partnership.
Dylan Mulvaney Nike Sponsored Instagram Post Photo: Dylan Mulvaney Instagram via: The Telegraph
Nike does not seem to be removing the partnership and defended their choice on Instagram by saying, “You are an essential component to the success of your community! We welcome comments that contribute to a positive and constructive discussion,” the brand said. “Be kind. Be inclusive. Encourage each other. Hate speech, bullying, or other behaviors that are not in the spirit of a diverse and inclusive community will be deleted.”
It is clear that the backlash from this announcement is clearly transphobic in every way, with many commenters (many cis women) saying Mulvaney is not enough of a woman and accusing her and Nike of “erasing women.” These comments are not only offensive to the trans community but are simply untrue. Mulvaney is a woman and her being biologically male or not having fully transitioned physically does not change that. Additionally, Nike and her are not ‘erasing women’ by having a trans woman as an ambassador. Nike has partnered with many female athletes around the world over the past couple of years but has only featured a few trans women in their marketing. This partnership is long overdue for the brand and is important for them to become increasingly more inclusive.
Nike Women Soccer Campaign Photo: Nike via: Creative Boom
Nike is a huge brand and they have trans consumers that want to be represented. Trans women wear sportswear too and should be represented by sportswear brands like cis women are. Representation is important to all consumers. Representing every consumer group in marketing should be a priority for any brand and is the bare minimum that consumers expect. Hopefully, this is just the beginning for trans representation in sportswear campaigns or even, campaigns in general. Representation is vital and despite the backlash from many, there will be a trans person that looks up to Dylan Mulvaney for breaking the barriers put in place by society against her.
