Dove, the soap and personal care brand, boarded the rainbow train in 2021 when it praised Laurel Hubbard, a male weightlifter who competed as a woman in the Olympics. Dove posted on X, then Twitter: “History in the making. Congrats to Laurel! Here’s to more trans representation in sports.”

Perhaps that post wasn’t surprising three years ago, when more brands felt comfortable using social media to promote their ideologies. However, after this year’s Dove ad during the Super Bowl (the company’s first since 2015), Americans are left confused about where the soap giant actually stands.

Dove is currently trying to build a “body confidence in sports” campaign, using the hashtag #KEEPHERCONFIDENT. In the latest commercial, Dove featured only biological girls and capped off its message with a floating body bar blimp in Las Vegas and a banner that read, “Let’s help keep girls in sports.”

But has Dove changed its views on trans-identifying men in women’s sports? Or is it looking at the impact of these yearlong boycotts and thinking better of being Bud-Lighted?