Jennifer Sey, the former Levi’s Global Brand President, is launching her own direct-to-consumer athletic apparel brand, XX-XY Athletics. The new brand is meant to offer premium casual athletic clothing while also focusing on a message that recommends “being brave, telling the truth, and protecting women’s sports.” No athletic or fitness brand has taken a stand to protect women’s sports, claimed the former Levi’s executive.
Sey was one of the producers of the 2020 documentary film Athlete A, which exposed the sexual abuse crimes of Larry Nassar while he was serving as the team doctor of the United States women’s national gymnastics team. The film, released on Netflix, won an Emmy in 2021.
A USA Gymnastics Champion in the 1980s, Sey worked for a few years in advertising with Banana Republic and Foote Cone and Belding (FCB). She joined Levi’s in 1999 as Senior Marketing Manager, reaching the position of CMO global brands in 2016. In 2020, she was promoted to Global Brand President. She resigned from Levi’s in March 2022.
