'Burn bra challenge' trends as women boycott Nike over Dylan Mulvaney controversy

A woman has called on others angered by Nike’s partnership with transgender TikToker Dylan Mulvaney to burn their bras from the company in an act of protest.

The woman, who goes by "chatterbox.mama" on TikTok, posted a video on Tuesday showing herself throwing two of her Nike sports bras into a fire burning outside. 

"All you real women out there, we are in the fight of all fights. Since the 1960s, we have been fighting for the right to be women," she began. 

"Nike, you should be ashamed of yourself. You chose a little boy with no breasts and some junk in his pants to represent real women. 

"Nike, I am done with you," she declared. "I will never ever buy another Nike product as long as I live and there are millions and millions and millions of women just like me."

The woman called on other women fed up with Nike to "burn your Nike bras, if you don’t have a Nike bra, then use another bra as a symbol, as a way of showing our solidarity and how serious we are, that we will be recognized." 

She said for consumers to hit Nike "where it hurts, and that’s right in your pocket." 

"I challenge every real woman that is sick of this nonsense, it’s a great night to burn my Nike bras." 

The TikTok account has over 140,000 followers, with the video being viewed nearly 10,000 times. The comment section was full of support, with some noting other companies, such as Olay, Kate Spade, and Tampax, that should be boycotted as well. 

"Agree!!! I will burn the Nike I have," one user wrote. 

"Don’t stop at the bras.. burn it all…all nike..bubye" another said. 

Another woman said she was burning her Nike shoes in protest.

"I’m joining you! Got two or three I’ll be burning," said another user. 

Calls for boycotts began earlier this month after Mulvaney, who became famous on the platform for the "days of girlhood" series in which Mulvaney documents the transition from being a biological male to a "girl," posted a series of Instagram stories, sporting a sports bra and leggings, announcing the partnership with Nike.

Mulvaney has also obtained partnerships with companies such as Kate Spade, MAC makeup, Tampax, and Bud Light, which resulted in the boycott of the beer brand, and big names like John Rich pulling the beer from his bar Redneck Riviera.