Jennifer Sey launches new athletic line boosting women's sports with Riley Gaines brand as ambassador

In late March, former Levi’s global brand president Jennifer Sey launched the women’s clothing brand XX-XY Athletics, which stands against the inclusion of trans-identified males in women’s sports for the safety and fairness of female athletes.

Sey, a former elite gymnast, announced the launch of the brand on March 25, explaining in a video the level of sacrifice needed to get to these high levels of sports and the opportunities the passing of Title IX provided for female athletes, adding that "to get to that level and then be thrown into a totally unfair circumstance of having to compete against a biological male, it’s hard for people to understand how devastating that can be."

Among the ambassadors of the new brand, launched during Women’s History Month, are former University of Kentucky swimmer Riley Gaines, former University of Pennsylvania swimmer Paula Scanlan, detransitioner Chloe Cole, DEI opponent Dr. Tabia Lee, and author Adam Coleman.

"We are unapologetic about our goal," the brand’s website states. "We are here to protect women’s sports and spaces."

"It is simply undeniable that sex matters, especially in sport. It is the single biggest determinant of athletic performance. Men and women are different. It's just a fact. Men have XY chromosomes and more testosterone which makes them stronger and faster."

Sey told Forbes on the launching of her brand, "Throughout my life I’ve risked my reputation, job and social standing to stand up for children, women and free speech. XX-XY Athletics is the culmination of everything I’ve ever done in my life."

"World class brands inform the culture. Right now, there are no brands that give consumers the opportunity to weigh in on this subject. We are fully committed to our mission of speaking truth and standing up for women’s sports."

Sey, a mother of four, spoke out against pandemic restrictions in California, leading to her resignation which she outlined in her book Levi’s Unbuttoned: The Woke Mob Took My Job But Gave Me My Voice, and has produced documentaries such as Athlete A, which dives into sexual abuse allegations in the gymnastics world.