This paper examines the localization process of the global gender equality norm in Turkey and argues that the normative contestations on this concern, among rival political blocs and activist groups, have not allowed any resolution. Accordingly, the global gender equality norm has undergone state-led secular localization as of the 1990s. In the post-2010 context under AKP rule, however, this process was disrupted by the proponents of the alternative conservative local norm of gender justice, who sought to replace the already localized norm of gender equality. Our study examines the contestations and rivalries regarding gender equality in the country with an emphasis on normative strategies utilised by the secular and conservative political blocs. Based on face-to-face interviews conducted with representatives of the main trade unions in the country, we also did a minor case study of the ongoing contestations regarding the adoption of gender equality norms, as manifested in trade union activism.