(NewsBusters) – There is hope for corporate America after all. Égard Watches is bucking the politics of woke corporations and standing up against transgenders who are damaging the integrity of women’s sports.  

The Florida-based boutique timepiece and jewelry company launched a campaign celebrating women, and taking issue with transgender athletes in sports, the Washington Times’ Valerie Richardson reports.  

The digital advertising campaign, called “What is a Woman,” is a response to the woke wave threatening to bench female athletes in favor of males. Égard Watches claims this trend is making womanhood “lose all meaning” and states:  

“How long do we sit idly by and not stand for the sacred value of womanhood as it loses all meaning? Because we believe that womanhood is a birthright.”   

The campaign is especially relevant currently because U.S. Sen. Marsha Blackburn (Rep-Tenn.) recently asked then Supreme Court nominee Ketanji Brown Jackson to define a woman. Since confirmed to the high court and obviously aiming to please the LGBT movement, Jackson refused to provide a sufficient answer. 

Richardson cites Nike and Adidas among the corporate giants which “have jumped on the gender-identity bandwagon with ads celebrating male-born athletes in women’s sports.”  

The Égard Watches owner, Ilan Srulovicz, is also a filmmaker and actor with a reputation for challenging woke nonsense. He explained why he produced the ad campaign, saying:   

“We crafted an ad campaign that celebrates our grandmothers, mothers, sisters, aunts, and daughters, and everything they represent to paint a stark contrast to the lies we are all being told. The push for transgender rights is no longer about equality, it’s now a cleverly crafted lie that comes at the expense of women. We ask all Americans to join us to speak truth.”  

How rare is Égard’s stand? Extremely uncommon, as more than 200 woke corporations signed the Human Rights Campaign’s statement in opposition to “anti-LGBTQ+ bills” introduced at the state level. These bills are aimed at keeping males off the female teams. Nike and Converse are among them the proponents of transgendered males on women’s teams.  

Richardson wrote, “Nike has left no doubt about its position on the issue. In November, Nike released a Spanish-language ad featuring women’s soccer player Mara Gomez, who has been billed as Argentina’s first professional transgender player, as part of its Play New campaign.”

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The entire country has seen what happens when men enter women's sports.

Lia Thomas is a biological male, but he was nonetheless allowed swim against elite female competitors to win an NCAA Freestyle competition, much to the disappointment of those women who had trained so hard to compete.


Males have a natural advantage over females in the vast majority of sports, so allowing them to enter women's sports can:

  • crush the motivation of the biological girls who have worked hard to compete on a level playing field
  • put females into harm's way in contact sports and locker rooms
  • deprive women of their right to fairly compete for college scholarships and many other accolades

We all know the spectacle of Lia Thomas defeating those female swimmers was a charade, a mockery of women's sports, but now it's time to do something about it.

Please SIGN this urgent petition calling on members of Congress to pass a law banning the participation of biological males in women's sports.

This is not just about ensuring biological girls and women can compete fairly and win in their chosen sports, but it's also a major safety issue in contact sports and the dangerous use of women's locker rooms by gender-confused males.

Some of you will remember Fallon Fox, the male MMA fighter who claimed to be a woman and left his female opponent concussed and with a fractured skull.

Fox later announced on social media that he enjoys "smacking up" women who "talk transphobic nonsense."

Any reasonable person knows men shouldn't compete against women, but some people are too politically correct to take a stand and protect girls and women from this madness.

It's now time to join the growing pushback against the gender-confused lobby and their dangerous beliefs that have literally left some female competitors in the hospital.

Please SIGN this common sense petition calling on Congress to ban all males from competing in women's sport.

Future generations will look back with gratitude on those who stood on the right side of history, defending women from these very confused males.

Nothing less than a federal ban on biological males forcing their way into women's sport is enough, so this petition will be sent to all members of Congress demanding legislative action.


'Olympians, coaches, swimmers write open letter demanding NCAA protect women’s sports' -

'Female swimmer torches NCAA after losing spot to William ‘Lia’ Thomas: ‘Make the right changes’' -

'Rep. Boebert files resolution declaring female runner-up to ‘Lia’ Thomas the rightful winner' -

**Photo Credit: Fox News/YouTube screenshot

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Nike also provided major funding last month for the Gender Cool Project ad promoting LGBTQ youths in sports. “Transgender kids are part of your team,” the ad featuring Nike’s Swoosh symbol states. Those teams accepting males are depriving females of opportunities to compete, win and gain scholarships.  

Adidas produced a Spanish-language ad in February featuring Tiffany Abreu, a 6-foot-4-inch “trans” man who starred on Brazil’s Olympic women’s volleyball team in Tokyo last summer.  

Surlovicz said he’s determined to counter the left-wing corporations shilling for transgenders: 

I think there’s this huge culture war taking place where there’s a certain percentage of the culture that wants to do away with the concept of gender entirely, and a lot of corporations are very woke nowadays, and they think that’s who their best clientele is.  

And then there’s the silent percent of the country that strongly believes that these things do have value and do have meaning, and no one’s fighting for their side. 

Égard Watches is definitely on the conservatives’ side. In 2019, Égard released a video countering Gillette’s “What Is a Man” campaign against “toxic masculinity.” In 2020, he countered the Black Lives Matter movement with his “Speak Truth” ad supporting police. “I have a bit of a history of making ads in support of what I believe,” Srulovicz said in an understatement.  

YouTube has, according to the Washington Times, flagged the new Égard campaign as “election advertising.” YouTube is squeezing Égard’s ad by restricting organic searches.  

The response from those who have been able to access the ad has been incredibly positive, Srulovicz said.  

Reprinted with permission from NewsBusters