XX-XY Athletics celebrated Tuesday its first year on the cultural scene and its commitment to defending women’s sports.
Last March, 1986 Women’s National Gymnastics Champion Jennifer Sey founded XX-XY Athletics, the first athletic apparel brand to stand up for women in sports. The company reached $1 million in sales before its eighth month, reflecting “a cultural shift in support for women athletes and free speech,” as reported in the company’s press release.
XX-XY Athletics seeks to “build a world-class athletic brand” while influencing “the heart of cultural conversation” by becoming a “movement.”
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Sey, the CEO of XX-XY Athletics, said, “We are punching above our weight. XX-XY Athletics has proven in just one year that there is massive demand for a brand that unapologetically supports women athletes and free speech.”
According to a 2024 Forbes article, 20% of startups fail within their first year, and the athletic apparel market is highly competitive.
The company faced its share of hardships over its breakout year, including a TikTok “hate speech” ban and a Meta block on the #XX hashtag during the Paris Olympic Games.
Despite the lows, the company achieved many highs. XX-XY Athletics’ “Dear Nike” and “Real Girls Rock” campaigns went viral, even garnering support from figures such as J.K. Rowling, Megyn Kelly, and Sage Steele. Sey’s team added over 60 athletes and supporters, and the company financially awarded six athletes “for standing up for the integrity of women’s sports.”
According to the company’s press release, 80% of Americans believe “transgender” males should be barred from women’s sports. “We will not rest until no sport governing body allows a male to take a spot, a trophy, or a dream from a female athlete,” the release states.
“Everybody understood until about five minutes ago that male and female bodies were different,” Sey said during a July 2024 interview with Heritage Foundation President Kevin Roberts. “Now, suddenly, it’s offensive to say that? Now, suddenly, we’re expected to carry this lie forward, which is [that] there’s no difference between male and female bodies and that sex is not binary?”
Protecting girls sports is vital to Sey, who began gymnastics early on, in part because of the benefits it has for young women.
During a 2024 episode of “Problematic Women,” Sey highlighted the importance of girls participating in sports, saying they “are more likely to graduate from high school, they get better grades, they’re less likely to become pregnant in high school … There’s all these amazing things.”
President Donald Trump signed an executive order protecting women’s and girls sports on Feb. 5, 2025, as reported by The Daily Signal.
“The war on women’s sports is over,” Trump said.
He continued, “We will not allow men to beat up, injure, and cheat our women and our girls. From now on, women’s sports will be only for women.”
Sey herself was on hand at the White House to witness the signing of the executive order keeping men out of women’s sports.
“It was an honor to be there in the room, with so many fighters,” she wrote on her Substack. “Every woman in that room has faced threats and bullying and near constant abuse from the men can be women/you’re not inclusive/you’re a bigot and trans-phobe crowd. And we were all vindicated.”
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