Sophie Cunningham Controversy Sends XX-XY T-Shirt Sales Surging
Former Levi’s CMO says her brand has seen a huge boost.
XX-XY Athletics, an apparel brand founded in March 2024, is experiencing a sixfold increase in sales over the past two weeks due to its merchandise becoming a symbol of support for Indiana Fever guard Sophie Cunningham. Cunningham's July 21 ESPN profile expressed her concerns about transgender athletes participating in female sports, stating her desire to "protect young girls in a locker room or young girls in sport who shouldn't have to go against biological men."
Following the profile, rallies in support of Cunningham took place outside their road games in several cities, drawing both pro-Cunningham crowds and counter-protests from trans rights activists. The XX-XY brand has become a wardrobe staple for the pro-Cunningham supporters, who have garnered significant online attention. XX-XY's spokesperson, Jennifer Sey, noted that while the brand usually caters to a female customer base, there has been a notable shift with a higher percentage of men making purchases.
This shift is attributed to "Girl Dads" stepping up to support their daughters. Cunningham's social media presence has surged, with more than a million followers on TikTok and Instagram, and a "tell-all" book proposal is being considered. The WNBA leader, Cathy Engelbert, and the WNBA Players' Association have responded to the debate.
Sey emphasizes that standing up for women's sports is becoming mainstream, not just capitalizing on culture-war noise.
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