The Woman Profiting Off the WNBA’s Trans Panic
Jennifer Sey had been waiting for an athlete like Sophie Cunningham. Sey, the founder of XX-XY Athletics, a sportswear startup that openly calls transgender people’s identity a “lie,” has spent the last two and a half years stoking the flames of the national panic over trans athletes. A former marketing executive at Levi’s, Sey was […]
Jennifer Sey, founder of XX-XY Athletics, has capitalized on the national panic surrounding transgender athletes. Once a marketing executive at Levi’s, Sey now runs a company that produces viral ads and offers cash rewards to athletes who boycott or speak out against trans athletes. Her most prominent spokesperson is WNBA player Sophie Cunningham, who recently defended her stance against trans athletes.
Despite the backlash, Cunningham gained popularity due to her reputation as a "bodyguard" for her teammates. XX-XY Athletics has seen a significant increase in sales, with the company claiming a sixfold increase in two weeks. Sey's political shift began after the Covid public-health restrictions imposed in 2020, causing her to become vocal on various right-wing issues.
Cunningham's stance has sparked outrage among some WNBA fans, who see it as an assault on the league's culture. Despite the controversy, Sey sees Cunningham as the "brave pro athlete" they've been waiting for, encouraging her to switch from Adidas to XX-XY Athletics.
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