In a provocative response to the American Civil Liberties Union's (ACLU) recent promotion of trans athletes in women's sports, several female athletes and advocates gathered to launch their own advertising campaign. Spearheaded by Riley Gaines and XX-XY Athletics, the coalition produced a Super Bowl-style advertisement that directly challenges the ACLU's stance. This initiative comes in light of the ACLU's 'More Than A Game' campaign, which featured prominent figure Megan Rapinoe advocating for the rights of transgender athletes, stating support for trans youth's rights to 'be themselves.'

The advertisement crafted by Gaines and her allies, including co-founder of XX-XY, Jennifer Sey, formed a counter-narrative underlining that women's sports should prioritize female athletes' rights. This move is representative of a growing division within the sports community regarding trans athlete participation, with advocates for traditional women's sports arguing that including transgender women undermines fair competition. The coalition features various athletes, including former volleyball and swimming representatives, uniting in a call to protect the integrity of women's competitions.

The tension surrounding this issue highlights the broader cultural debate over gender identity and athletics, positioning women's sports advocates in direct opposition to organizations like the ACLU. Their assertive messaging underscores a critical viewpoint which frames the conversation around fairness in sports, as activists increasingly seek to influence public opinion through media campaigns and direct engagement with contentious cultural topics.