As March unfolds, celebrating Women’s History Month coincides with reflections on influential figures, one of whom is Jennifer Sey. A former corporate executive, Sey has emerged as a bold advocate for women’s rights in sports, especially in the debate surrounding transgender athletes.

Five years ago, as the World Health Organization declared COVID-19 a pandemic, Sey found herself navigating unprecedented challenges that would reshape her career and convictions. With a noteworthy background as the global brand president for Levi’s, Sey made headlines in 2020 for her vocal opposition to prolonged school closures, igniting a firestorm within her industry.

The Emergence of XX-XY Athletics

In March 2024, Sey launched XX-XY Athletics, a clothing brand aimed at advocating for women’s sports and addressing the implications of permitting transgender athletes to compete in women’s categories. Her mission is to elevate the conversation around preserving spaces for female athletes.

“I believe in protecting female athletes and giving other girls the opportunities that I had,” Sey stated during an interview.

After being ousted from Levi’s in 2022 due to her outspoken views, Sey used her corporate experience to foster a new venture that reflects her values. “In the throes of woke capitalism, I realized there are many who feel alienated by mainstream brands,” she explained. This insight spurred her to create a brand that resonated with a shared commitment to women’s sports.

Advocacy and Political Engagement

Sey’s activism extends beyond brand building. She has publicly supported initiatives that aim to protect women’s rights in sports, including her presence at a recent event where former President Donald Trump signed an executive order advocating for fairness in women’s athletics.

“I will stand shoulder to shoulder with anyone willing to fight with me on this issue,” Sey remarked, emphasizing her commitment to advocacy, irrespective of her past political affiliations.

She has been critical of governing bodies like the NCAA for their policies on transgender participation, asserting that these regulations do not adequately safeguard women’s rights in sports. She believes that their approach must be reevaluated to truly protect female athletes.

The Path Ahead

As Sey reflects on her transition from Levi’s, she expresses satisfaction with her current trajectory. “I will never not stand up for free speech, truth, and children,” she affirmed, showcasing her unwavering dedication despite the personal challenges faced along the way.

To young female athletes, Sey has a clear message: “You have to do it anyway. The truth is too important.” She encourages them to stand united in the pursuit of fairness and equality in sports, highlighting the power of collective action in changing societal narratives.