Key Highlights
- $1 million in sales for XX-XY Athletics within a year and a half of its launch.
- The company’s CEO Jennifer Sey was invited to the White House by President Trump to sign an executive order banning transgender athletes from women’s sports.
- XX-XY Athletics has become a polarizing symbol in debates over gender identity and sports inclusion, with strong support from conservative figures but criticism from activists.
- The company’s revenue reflects broader public opinion that 79% of people believe transgender female athletes should not compete in women’s sports.
XX-XY Athletics: A New Frontline in the Debate Over Transgender Athletes
XX-XY Athletics, a startup launched by former elite gymnast Jennifer Sey, has become a central figure in the contentious debate over transgender athletes competing in women’s sports. The company’s mission is to “Save Women’s Sports,” and its products have garnered significant attention, sales, and controversy.
Origins and Growth
In March 2024, Jennifer Sey launched XX-XY Athletics from her home base in Denver. The brand quickly gained traction, with an impressive $1 million in sales within a year and a half of its launch. Sey’s background as a former retail executive at Levi Strauss & Co., where she rose to chief marketing officer and brand president, has been instrumental in shaping the company’s growth.
The timing of XX-XY’s launch was fortuitous, coinciding with the intensifying debate over transgender athletes’ participation in women’s sports. The company’s products, including T-shirts, hats, and high-performance workout gear, have become emblematic of the movement to exclude transgender athletes from women’s sporting events.
Political and Cultural Impact
The political significance of XX-XY Athletics was underscored when Sey received an invitation to the White House in February 2025. President Trump signed an executive order banning transgender athletes from participating in girls’ and women’s sports at institutions receiving federal funding, with Sey positioned behind him on the dais.
The visibility of XX-XY’s branding—from T-shirts worn by cabinet members like Pete Hegseth and Tulsi Gabbard to high-profile endorsements by Martina Navratilova—has made it a recognizable symbol in the broader cultural debate. The company’s products have appeared at contentious school board meetings, sporting events, and conferences.
XX-XY’s message is clear: “Sex matters” and should determine who competes in women’s sports.
Sey argues that allowing transgender athletes to compete in women’s categories is unfair and dangerous. The company’s website states, “For women to compete safely and fairly, women’s sports need to remain female.”
Controversy and Criticism
The brand has faced intense criticism from advocates for the transgender community. Critics argue that XX-XY Athletics is “transphobic,” “fear-mongering,” and a form of harassment against marginalized groups. A GLAAD spokesperson accused the company of trying to capitalize on the anti-trans movement, stating it was not a winning business strategy.
However, Sey maintains that her views are supported by 79% of the public, as reflected in a New York Times and Ipsos poll.
The company’s strong gross margins, glowing reviews from customers, and high-profile endorsements have fueled its growth, positioning it to potentially become the next major player in the athletic wear market.
The political and cultural landscape is complex, with states and the federal government rolling back protections for transgender people. XX-XY Athletics represents one of many private sector efforts responding to these changes, with implications beyond sports into broader issues of identity and inclusion.
