Just days after the controversy of their paid partnership with Bud Light, the transgender TikTok star Dylan Mulvaney has now secured a paid collaboration with Nike modeling the company’s sports bras on social media.
Mulvaney shared several Instagram posts on Wednesday that advertised Nike’s latest sportswear for women. The first of the two ads feature Mulvaney in various poses, showcasing Nike’s Zenvy athletic leggings and the Alate bra, which is the newest addition to the company’s line of women’s athletic wear.
“Home for a moment and leaning into cozy workout wear like with @nikewomen’s newest Zenvy leggings and Alate bra!” Mulvaney wrote. “They’re so comfortable and buttery soft, perfect for workouts and everyday wear! #feelyourall #teamnike #nikepartner.”
Mulvaney’s Instagram story similarly showcased other advertisements for the sports bra and leggings. One of the ads was a photograph that tagged Nike and included links for users to purchase the sports bra.
“Alert the media – I’m entering my workout era,” he wrote in one of the posts.
In another ad shared on his Instagram story, Mulvaney is seen stretching and dancing around in his outfit. The story also included a link where customers could purchase the Nike leggings. “Home from day 365 and ready to take on the world,” Mulvaney wrote, a reference to his social media documented gender transition project named “365 Days of Girlhood.”
Mulvaney’s third paid partnership with Nike was a video in which he pretended to work out. The post also tagged both Nike and Nike Women.
The posts clearly state that they are a “Paid partnership” with the sports brand. It is unclear how much Mulvaney made from the posts, but insiders who spoke with Mail Online claimed he could be making over $50,000 per paid post given the size of his following.
With the topic of transgenderism one of America’s most contentious culture war issues, many took to social media to express their disgust with Nike’s decision to pay Mulvaney.
‘I really used to enjoy @Nike as a brand but I will never wear another shoe from them after they feature Dylan Mulvaney as their new ambassador for women’s clothing,’ one user wrote. ‘When will these brands understand that women do not want men dressing up as them to advertise their products?’
“Dylan Mulvaney is making the biggest mockery out of women and I am officially outraged following his collaboration,” added another. “You chose him over all hardworking women who workout regularly in your activewear? What a damn damn shame. Absolutely disgusting.”
Mulvaney gained a large following on TikTok as he chronicled her transition from male to female. Initially identifying as non-binary, Mulvaney announced in March that he now identifies as a girl.
Last October, Mulvaney was among a group of left-wing activists to interview Biden for NowThis News. During the interview, the 80-year-old pledged to safeguard “gender-affirming care” and voiced his opposition to state restrictions on transgender surgeries.
The influencer’s latest marketing collaboration came just days after debuting a partnership with Bud Light to promote the “March Madness” college basketball championship tournament.
“Happy March Madness!! Just found out this had to do with sports and not just saying it’s a crazy month!” Mulvaney wrote. “In celebration of this sports thing @budlight is giving you the chance to win $15,000! Share a video with #EasyCarryContest for a chance to win!! Good luck! #budlightpartner.”
Nike, meanwhile, has long had a reputation as one of the companies most willing to pander to the left. Their most controversial campaign was with the NFL quarterback and Black Lives Matter activist Colin Kaepernick with the tagline: “Believe in something, even if it means sacrificing everything. #JustDoIt.”
Follow Ben Kew on Twitter @ben_kew