Dylan Mulvaney, Nike and Bud Light controversy explained
TikTok star's association with big brands has opened up a discussion over woke washing, trans rights and feminism
Transgender TikTok star Dylan Mulvaney's association with Bud Light beer and Nike has stoked a controversy of epic proportions, reportedly leading to Bud Light parent Anheuser-Busch losing more than $5 billion in market value.
Trans activist Mulvaney landed some plum endorsement deals from brands like Kate Spade, Ulta, and Instacart after her TikTok series '100 Days of Being a Girl' went viral.
In the series, Mulvaney documented her interpretation of what it means to be a girl. The 26-year-old who has previously worked as an actor, comic and TikTok content creator, was soon at the receiving end of backlash, mainly from conservative quarters and feminists who accused her of mocking women. Some critics also said that Mulvaney dressing up as a girl is akin to the racist "blackface" practice where people darkened their faces with paint to mock people of colour.
Bud Light controversy
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Things came to a head when she landed an endorsement deal from Bud Light in early April. The company not only sent her beers but also printed her likeness on Bud Light cans. The campaign was part of a challenge where participants can win $15,000 by sending videos of them carrying Bud Light beer cans.
According to news reports, the association cost parent company Anheuser-Busch dearly with a loss of $5 billion in market value. Bud Light has also been accused of alienating its core audience and has also been losing out to competitors like Miller Lite and Coors Lite.
Singer Kid Rock also fanned the flames against Bud Light by shooting the beer cans with a rifle. Conservative audiences have also called for a boycott of the beer brand.
The Nike controversy
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Mulvaney was also chosen by the sportswear brand Nike to endorse their sports bra. The TikTok star announced the partnership with a post captioned "Alert the media — I’m entering my workout era." In the picture, Mulvaney is seen wearing Nike workout gear and the newly launched sports bra.
Soon after the announcement, Nike also faced severe backlash for ignoring its female target audience and giving away the opportunity to a "biological man."
While Nike has defended Mulvaney, public figures like Oli London and Caitlyn Jenner have severely criticised the sportswear brand for sidelining biological women and for blatant woke washing.
