XX-XY Athletics

Public Political Activity

A search of OpenSecrets and FEC databases returns no significant federal political contributions from XX-XY Athletics as a corporate entity.[2] This is unsurprising for a company of its size — XX-XY had nine employees as of late 2025 and operates as a private startup, not a publicly-disclosing corporation with a registered PAC. The brand expresses its political alignment through product and marketing rather than through campaign finance.

In February 2025, founder Jennifer Sey was personally invited to the White House to stand directly behind President Trump at the signing of the executive order banning transgender athletes from participating in girls' and women's sports at federally funded institutions.[3] Sey wore an XX-XY T-shirt under her blazer at the signing.[3]

Founder Jennifer Sey is a contributing author at the Brownstone Institute, a think tank that has advocated against COVID-19 mitigation measures including masking and vaccine mandates, and she has written columns for the New York Post on themes related to "the woke mob" and cancel culture.[1] These activities are personal to Sey rather than corporate political spending, but they are inseparable from the brand's public identity given that Sey is both founder and CEO.

Public Positions and Statements

The company's stated mission is to defend "girls and women's sports and spaces" by maintaining sex-based eligibility categories.[4] Sey has framed the position as biological rather than political, stating: "This is not about politics. This is about acknowledging biological realities. This is about truth and fairness for women."[4] Critics interviewed by Inc. Magazine have characterized the brand's messaging as "transphobic" and "fear-mongering."[3]

The brand's ambassador roster includes Riley Gaines, the former NCAA swimmer who became one of the most identifiable voices in opposition to transgender inclusion in women's sports.[5] Members of the Trump cabinet — including Defense Secretary Pete Hegseth and Director of National Intelligence Tulsi Gabbard — have been photographed wearing XX-XY products.[3] The brand's apparel has become a regular sight at Turning Point USA conferences.

The brand has been the subject of platform-level moderation actions. TikTok removed an XX-XY advertisement shortly after the company's launch, and Meta has suspended the brand from advertising on its platforms.[6] The company has used these moderation actions as part of its public narrative, framing them as evidence of cultural censorship.

Products and Customer Base

XX-XY sells premium casual athletic apparel: cotton T-shirts, sweatshirts, hoodies, joggers, hats, and a smaller performance line. Pricing is positioned in the same range as Vuori or Alo. The product itself is functionally similar to other premium athleisure brands — what differentiates XX-XY is the political messaging printed on much of the apparel, which often features the brand name (referring to female and male sex chromosomes) or slogans about defending women's sports.

The brand reports more than 100,000 products sold in its first two years and "seven figures in profit" in its first ten months according to the company's statements to Fox Business.[6][5] These figures are self-reported and have not been independently audited.

Founding and Ownership

XX-XY Athletics was founded in March 2024 by Jennifer Sey, who previously served as Chief Marketing Officer and Brand President of Levi Strauss & Co. Sey resigned from Levi's in 2022 following internal conflict over her public opposition to extended COVID-19 school closures, an experience she chronicled in her memoir Levi's Unbuttoned: The Woke Mob Took My Job But Gave Me My Voice.[1] Before her business career, Sey was a seven-time member of the U.S. Women's Artistic Gymnastics National Team and the 1986 U.S. Women's All-Around National Champion.[1] The company is privately held; ownership is concentrated with Sey and is not publicly disclosed.

Where to Find Them

XX-XY products are sold direct-to-consumer through the company's official website. The brand does not currently have a substantial retail wholesale presence. Shipping is available throughout the United States.

Footnotes

[1] Wikipedia, "Jennifer Sey," accessed April 28, 2026. https://en.wikipedia.org/wiki/Jennifer_Sey

[2] OpenSecrets.org, accessed April 28, 2026. https://www.opensecrets.org/

[3] Ali Donaldson, Inc., "Apparel Startup XX-XY Athletics Is On a Mission to Save Women's Sports, Critics Say It Is Cashing In on the Anti-Trans Movement," February 5, 2025. https://www.inc.com/ali-donaldson/apparel-startup-xx-xy-athletics-is-on-a-mission-to-save-womens-sports-critics-say-it-is-cashing-in-on-the-anti-trans-movement/91150968

[4] XX-XY Athletics, "Introducing The Only Athletic Brand To Stand Up For Women's Sport," company press page, accessed April 28, 2026. https://www.xx-xyathletics.com/blogs/press/xx-xy-athletics-introducing-the-only-athletic-brand-to-stand-up-for-women-s-sport

[5] Fox Business, "XX-XY Athletics looks to go mainstream in 2025, eyeing women's star signings, viral social media hit ads," 2025. https://www.foxbusiness.com/sports/xx-xy-athletics-looks-go-mainstream-2025-eyeing-womens-star-signings-viral-social-media-hit-ads

[6] BusinessWire, "XX-XY Athletics Marks Two Years of Cultural Impact and Business Growth for Women's Sports," March 25, 2026. https://www.businesswire.com/news/home/20260325941934/en/XX-XY-Athletics-Marks-Two-Years-of-Cultural-Impact-and-Business-Growth-for-Womens-Sports