Potentially lost amid head-scratching last-second calls, a Katy Perry halftime extravaganza, and a dead Nationwide child during Sunday’s Super Bowl was a powerful commercial by feminine care product producer Always.

The clip challenges men’s and women’s perceptions of phrases such as “like a girl”, and introduced the #LikeAGirl hashtag, urging viewers to “make #LikeAGirl mean amazing things.”

Now, James Franklin is joining the movement. He Tweeted a video he had posted before the football season of his daughter Shola hitting the sleds.

Hey #LikeAGirl, the Franklins hear your message and this is how we feel about it. #ProudDad https://t.co/rwWIEE4GMx

— James Franklin (@coachjfranklin) February 2, 2015

It’ a fine move by Franklin, who often brings his two young daughters with him to postgame press conferences, to hop on the campaign. Franklin announced last year that his youngest daughter, Addison, has sickle cell disease.

Photo: Bobby Chen