Jennifer Sey, the ex-Levi’s global brand president, is launching an athletic clothing brand, XX-XY Athletics, to protect women and girls in sports. The Department of Education is proposing a change to Title IX to allow transgender athletes to compete in women’s sports, a move that Sey vehemently opposes. She has recruited a team of advocates, including former NCAA champions and free speech advocates, to support her cause. The brand aims to address the gap in the market for athletic apparel that advocates for women’s sports.
Sey’s background in corporate America and passion for advocacy led her to become an accidental entrepreneur with XX-XY Athletics. Despite her successful career at Levi’s, she found herself without a job after speaking out against Covid policies. She decided to channel her skills and experiences into creating a brand that stands for women in sports. The company is launching its first collection of casual wear and plans to release activewear in the future. Prices are competitive with other premium brands, and the company will primarily operate through direct-to-consumer e-commerce.
With a strong focus on protecting women’s sports, XX-XY Athletics aims to fill a gap in the market left by other athletic brands. Sey believes that brands have a role to play in shaping culture and influencing ideas. The team behind XX-XY Athletics is dedicated to standing up for women in sports and advocating for the preservation of Title IX. They believe that protecting women’s sports is not a political issue, but a biological one, and are committed to championing this cause through their brand.
The company aims to resonate with both men and women who are invested in protecting women in sports. Sey believes that the brand can lead and inform cultural ideas surrounding women’s sports and make it acceptable to stand up for a truth that may be uncomfortable for some. The team behind XX-XY Athletics is determined to uphold the advances made for women in sports since the passage of Title IX in 1972 and protect the opportunities it has created for female athletes.
By launching XX-XY Athletics, Jennifer Sey is taking a stand for women and girls in sports and advocating for the preservation of Title IX. The brand aims to create high-quality athletic apparel that supports women’s sports and encourages dialogue around this important issue. With a team of advocates and athletes on board, XX-XY Athletics is set to make a mark in the athleticwear market and champion the cause of female athletes everywhere.
