XX-XY Athletics: How Activism Became a Winning Business Model

DENVER, CO – March 25, 2026 – Two years after its launch, XX-XY Athletics is marking its second anniversary not just as an apparel company, but as a self-proclaimed “cultural disruptor” in the contentious world of women’s sports. Founded by former national gymnastics champion and ex-Levi’s executive Jennifer Sey, the brand has leveraged a defiant, mission-driven strategy to achieve millions in revenue and a viral social media presence, all while planting its flag firmly in the middle of a heated national debate.

In just 24 months, the company reports it has sold over 100,000 products across 38 countries, fueled by a business model that shuns traditional paid advertising. Instead, XX-XY Athletics has built a formidable brand on organic reach, claiming roughly 75 million views across social platforms. This success demonstrates a powerful, if polarizing, new playbook for market entry: turning deeply held convictions into a community and a customer base.

A New Playbook for Brand Building

XX-XY Athletics has distinguished itself by achieving what larger, more established companies often struggle to do: creating viral moments that translate directly into sales. The company’s strategy hinges on producing content that resonates with its core audience, who feel unrepresented by mainstream athletic brands. Campaigns like the “Real Girls Rock” ad, which portrays female athletes training amidst criticism, garnered over 40 million views alone. Its viral spread was significantly amplified when author J.K. Rowling shared the video, and the company reported that sales tripled over the weekend of its release.

This approach has proven financially viable. The brand surpassed $1 million in revenue within its first eight months, driven entirely by social media engagement and earned media appearances. With nearly 50,000 orders to date, a customer return rate under 5%, and gross margins reportedly 20 points better than projected, the business appears to be on solid footing. Customer loyalty is also strong, with data showing that 25% to 30% of customers make repeat purchases.

“XX-XY Athletics is more than a business—it’s a cultural disruptor,” said Jennifer Sey, the company's Founder and CEO, in a statement. “The other side has movies, music, and massive ad budgets. We have a clear point of view and creative that touches hearts. That is the power of this brand.”

This reliance on organic momentum was tested recently when the company’s advertising account was suspended by Meta. According to Meta, the suspension was triggered by a “spike in negative ‘feedback’ on our ads,” which occurred after a high-profile retweet of an XX-XY post. While Meta confirmed the ads did not violate its policies, the incident forced the brand to double down on its direct-to-consumer strategy. Sey responded publicly to the suspension, a move she claims drove a surge in customer support and contributed to a 20% growth in the company's e-commerce list this year.

At the Center of the Culture Wars

The brand's commercial success is inextricably linked to its unwavering and controversial stance on what it terms “fairness in women’s athletics.” The company’s name itself—a reference to female (XX) and male (XY) chromosomes—signals its core belief: that sports categories should be separated based on biological sex. This position places XX-XY Athletics at the epicenter of the debate over the inclusion of transgender athletes in women’s sports.

While critics suggest the brand is capitalizing on an anti-trans movement, Sey frames the mission as “pro-women” and a defense of the original intent of Title IX. This message has attracted a coalition of over 370 athletes, from Olympians to collegiate competitors. The most prominent of these is Riley Gaines, a former NCAA swimmer who has become a leading activist after competing against transgender swimmer Lia Thomas. A collaboration between Gaines and XX-XY on a Title IX-themed capsule collection called “BE BOLD” reportedly sold out within a week.

The company has actively sought to influence policy and public opinion, making appearances at a White House signing of an Executive Order related to women's sports and on the steps of the Supreme Court. Its logo has become a symbol for a movement, worn by supporters at rallies and sporting events.

The Founder's Second Act

Driving the brand is the personal story of Jennifer Sey. A 1986 national gymnastics champion, Sey first entered the public eye as a whistleblower, detailing the sport's abusive coaching culture in her 2008 memoir, “Chalked Up.” Her willingness to speak out continued throughout her successful corporate career at Levi Strauss & Co., where she rose to Brand President.

In 2022, Sey resigned from Levi's, claiming she was pushed out for her vocal opposition to prolonged COVID-19 school closures. This departure marked a turning point, leading her to launch XX-XY Athletics as a new platform for her convictions. Her journey from elite athlete to corporate executive to cultural entrepreneur provides the brand with a narrative of authenticity and resilience that resonates deeply with her supporters.

That support network includes a roster of prominent, and often controversial, public figures. Beyond J.K. Rowling and Riley Gaines, the brand has been championed by tennis legend Martina Navratilova, billionaire investor Bill Ackman, and actors Rob Schneider and James Woods. These endorsements have been crucial in amplifying the brand’s message, helping it bypass traditional media gatekeepers and reach a massive audience directly.

As it enters its third year, XX-XY Athletics plans to expand into new sports categories and deepen its athlete partnerships. With policy debates intensifying across the country, the company is focused on ensuring its cultural message continues to drive the conversation, proving that in today's polarized landscape, a strong point of view can be a brand's most valuable asset.