XX-XY Athletics Marks Two Years of Cultural Impact and Business Growth for Women's Sports

DENVER--(BUSINESS WIRE)--Two years ago, a former national gymnastics champion left a corporate career to start a brand built on a simple, defiant idea: women’s sports are worth fighting for. Today, XX-XY Athletics—founded by Jennifer Sey—marks its second anniversary as the most culturally disruptive brand in American sports, with more than 20 viral campaigns, over 100,000 products sold and a positive shift in the national conversation on fairness in women’s athletics.

In just 24 months, XX-XY Athletics has done what far larger companies struggle to do: reach millions without paid media. The brand secured roughly 75 million views across social platforms, including the “Real Girls Rock” campaign (40M+ views) and the “Dear Nike” series (10M+ views).

"XX-XY Athletics is more than a business—it’s a cultural disruptor," said Jennifer Sey, Founder and CEO. "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.”

With 300,000 followers and support from J.K. Rowling, Martina Navratilova, Riley Gaines, Bill Ackman, Rob Schneider, James Woods, and more, the brand—built around the voices of female athletes—consistently scores viral wins.

The brand’s cultural reach translates to real-world presence. XX-XY Athletics appeared at the White House for the signing of an Executive Order protecting women’s sports, the steps of the Supreme Court, and the sidelines at the US Open. It now works with more than 370 athletes—from Olympians to college competitors—calling for fair competition.

Beyond competition, XX-XY Athletics supports NIL deals, works to prevent athlete abuse, and champions causes women in sport care about most.

XX-XY Athletics generated millions in revenue across 38 countries, with nearly 50,000 orders, 4,000 reviews averaging 4.8 stars, and a return rate under 5%. Its logo products have become symbols of the movement, including a Title IX capsule collection with Riley Gaines that sold out within a week.

The brand faced challenges including a recent suspension from advertising on Meta. Sey responded directly, driving a surge of customer support. The company’s ecommerce list has grown 20% this year, fueled entirely by organic momentum.

As policy debates intensify nationwide, XX-XY Athletics is focused on ensuring culture keeps pace.

As it enters its third year, the brand plans to expand into new sports categories, deepen athlete partnerships, and continue producing mass-reach content to drive lasting change for women athletes.

For more information, visit www.xx-xyathletics.com or follow @xx_xyathletics on social media.

About XX-XY Athletics. XX-XY Athletics is the only brand standing up for women’s sports.