Egard Watch Company, which specializes in "exceptional luxury timepieces," said unequivocally that they are "a company that believes in the truth." The video called "#Erased" features a young girl embarking on a journey to become the fastest female athlete in the world.
"I got this little nugget of an idea from my dad. He used to watch me run and say, 'Aint no woman alive that can beat you,' and I believed him," she said.
"He made me feel invincible. It wasn't easy. I trained hard, harder than anyone else I know. But I was made for this, an unstoppable force. A life dedicated to perfection. But even perfection wouldn't be enough."
In a twist, the video pans to clips of trans-identified male athletes dominating women's sports, and erasing the young girls hopes and dreams of becoming the best in the world. These included CeCe Telfer, a biological male who competed in male track events before switching to the women's teams and winning an NCAA title, pushing out the female competition for the women's prize.
UPenn swimminer Lia Thomas, who also won an NCAA women's title despite being male, is shown in the ad, with a clip from an article stating that ESPN celebrated Thomas for Women's History Month. Notorious MMA fighter Fallon Fox also garnered a mention for having fractured numerous women's skulls during matches against women. Fox is a male who competes against women, but does not fight like a girl.
The company's bold stance was praised across social media and the video now has close to one million views.
The company's decision to release the advertisement comes as female athletes, such as swimmer Riley Gaines, formerly of the University of Kentucky, continues the arduous fight to preserve the sanctity of women's sports by banning biological men from competing in the league.
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