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Nike, NFL women's sports Super Bowl commercials draw backlash amid national trans athlete controversies

As America’s sports world remains locked in an ongoing culture war over the presence of trans athletes in women’s sports, this year’s Super Bowl ad slate became a battleground. 

Two commercials in particular drew the ire of many who advocate for protecting female athletes from trans inclusion. 

One ad that drew the outrage was directly from the NFL and boasted one of the longest run times of the entire night. The league’s "Leave The Past Behind" spot, which intended to promote the spread of girls’ flag football to more high schools across the country, offended some with its portrayal of a female flag football player outperforming male players. 

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Many critics took issue with the commercial for promoting imagery of females competing evenly and more superior to males. The notion that female athletes are not at a physical disadvantage compared to their male counterparts is often used in arguments promoting trans inclusion in women's sports. 

The women’s advocacy group "Women Are Real" slammed the ad for promoting that notion in a reply on X

"I hate this ad with all my heart. We know we can’t compete against a team of men. It’s a lie. And it’s a slap in the face of every phenomenal female athlete. Women’s sports is about female excellence. Leave the men out of this," the advocacy group’s X account wrote in response, and later posted more replies.

"Support your daughter’s development as a female athlete. Don’t compare her to boys this will only discourage her. This ad is a lie that serves as a slap in the face of all hardworking female athletes. Women’s sports is about female excellence. Leave men out of it."

Marshi Smith, the co-founder of the legal advocacy group the Independent Council on Women’s Sports, called out the NFL for its ad in her own post on X

"Why is the world obsessed with showing women playing sports against men?" Smith wrote. "Give us our own [God d---] sports and stop comparing us." 

Casey Caston, founder of the marriage-counseling website Marriage 365, criticized the ad for showing "unrealistic" imagery. 

"I love women's sports, but this is completely unrealistic and disrespects gender differences that exist," Caston wrote on X, later adding, "Women weren't created to do everything a man CAN do. Women were created to do everything a man CAN'T do." 

Still, the commercial was praised by other social media users for its message of trying to spread girls’ flag football to other schools, overlooking its imagery. 

The other commercial that outraged advocates opposed to trans inclusion came from Nike, but for a deeper-seated reason. 

The sportswear juggernaut debuted its first Super Bowl commercial in 27 years, featuring a star-studded lineup of women athletes including Caitlin Clark, Sha'Carri Richardson, Jordan Chiles and JuJu Watkins. 

However, many critics were quick to call out Nike for its official company stance in supporting trans athletes competing in women's sports. 

Former NCAA swimmer and current conservative activist Riley Gaines slammed Nike's ad, while in the same breath promoted the startup sportswear ad XX-XY Athletics, which specializes in activist apparel with messaging protecting female athletes from trans inclusion. 

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"Ditch Nike Support XX-XY Athletics," Gaines wrote in a re-share of the commercial on X. Gaines is the first brand ambassador for XX-XY Athletics. 

The startup company's founder, former U.S. gymnast and Levi's executive Jennifer Sey, also called out Nike for the ad while promoting her own brand in a series of posts on X. 

"You’re so full of it. The only thing female athletes are told they can’t do is stand up for the integrity of their sports, for keeping men out of women’s sports. Literally, that’s the only thing," Sey wrote in response to the commercial on X. 

Famed sports broadcaster and journalist Michelle Tafoya also called out Nike while promoting Sey's brand in a series of posts on X

"Nike is too late to this party. And they’re stuck in stereotypical language from about 25 years ago," Tafoya wrote, later adding, "What a waste of ad dollars." 

Data suggests the vast majority of Americans, including most Democrats, are opposed to allowing trans athletes to compete in women's and girls' sports. 

A recent New York Times/Ipsos survey found the vast majority of Americans, including a majority of Democrats, do not think transgender athletes should be permitted to compete in women's sports. Of the 2,128 people polled, 79% said biological males who identify as women should not be allowed to participate in women's sports. 

Of the 1,025 people who identified as Democrats or leaning Democrat, 67% said transgender athletes should not be allowed to compete with women.

Nearly 70% of Americans say biological men should not be permitted to compete in women's sports, according to a Gallup poll last year.

In June, a survey conducted by NORC at the University of Chicago asked respondents whether transgender athletes of both sexes should be permitted to participate in sports leagues that correspond to their preferred gender identity instead of their biological sex. In that survey, 65% answered that it should never or rarely be allowed. When those polled were asked specifically about adult transgender female athletes competing in women’s sports, 69% opposed it.

President Donald Trump recently took executive action to address the issue, signing the "No Men in Women's Sports" executive order" on Feb. 5. 

However, some states have indicated they will refuse to follow the order and continue allowing biological males to participate and share locker rooms with female athletes, including California and Minnesota. 

Follow Fox News Digital’s sports coverage on X, and subscribe to the Fox News Sports Huddle newsletter.

Carl's Jr. brings back bikini model ads

Eight years after pivoting on advertisement strategies, fast food chain Carl's Jr. is bringing back its iconic bikini model advertisements for the upcoming Super Bowl.

This year's ad features TikTok influencer Alix Earle in a campaign for the chain's new "Hangover Burger." Earle, 24, is presently in a relationship with Miami Dolphins player Braxton Berrios.

Speaking to Fox News Digital, Earle said making the commercial was "a lot of fun" and that it was shot in Hollywood.

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"Just like seeing a set like that, it was like Wistera Lane, which is kind of an iconic set," she said, referring to the fictional location of the show Desperate Housewives. 

"Just being there in general was like, mind-blowing for me," she said. 

Earle told Fox News Digital she believes her commercial is a "modern twist" on some of the chain's past work, which featured Paris Hilton, Kim Kardashian, Kate Upton, and Heidi Klum. 

"I think Carl's Jr. is a great brand, and they have great burgers – especially the Hangover Burger – and they've done so many fun, iconic commercials with iconic girls in the past, so it was really fun to be a part of that and kind of do it in a new way." 

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The ad depicts a bikini-top clad Earle walking through a neighborhood filled with the remnants of a party.

"Let's be real. Everyone's going to be a hot mess after the big game," said Earle, who is originally from New Jersey. 

"Been there. Done that," said Earle. "And I've got just what you need to cure that post-party bug: the Carl's Jr. Hangover Burger," she said. 

The burger contains "egg, double bacon – yeah, you need that double bacon – charbroiled beef, hash browns, cheese, and sauce," said Earle, adding "just the way I like it." 

As part of a promotion, Carl's Jr. will be giving away free "Hangover Burgers" the day after the Super Bowl for all users of its app who belong to the chain's rewards program. 

Executives from Carl's Jr. praised Earle as someone who lives an "unapologetic, bold style – much like the Carl's Jr. brand."

"Alix shares not just the highlights of life, but also the moments that are a hot mess, like the day after the big game. We wanted a partner who embraces all aspects of life, and Alix was a natural fit," said Kara Gasbarro, vice president of creative at CKE Restaurants, in a statement released by Carl's Jr.

"Her fans and followers know she loves late-night burger runs and any cure for a fun night out, making this partnership a perfect match. We're excited about this uniquely delicious burger and the way Alix helps us bring this campaign to life," said Gasbarro. 

On YouTube, many seemed to have enjoyed Carl's Jr.'s new advertisement.

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"We’re soooo back! God bless you, Carl!" wrote one YouTube user.

Others praised the return to the chain's old style of advertising. 

"A commercial with a hot girl talking about hangovers and burgers! It feels like the 90s again! The world is healing!!!" said one user.

"This is such a throwback to the old Carl's Jr ads! I would love to see more commercials like this in the future!" said another.

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In 2017, Carl's Jr. announced that they would no longer feature scantily clad models in its advertisements, instead focusing on food quality and an all-American image, Fox News Digital previously reported. 

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