XX-XY Athletics

In March of 2024 Jennifer Sey, the ex President of Levis and a former elite Nationally ranked gymnast, launched XX-XY Athletics in an effort to support biological females in sports. Not only did I connect with Sey's goal for XX-XY, but I agreed with her previous stances that cost her the job at Levi's in regard to forced school closures during the Covid-19 plandemic. XX-XY Athletics is a fledgling start-up in need of design and marketing guidance as they rapidly spread the word and launched at a time when the Biden administration rolled back the advances of Title IX that once solidified women's rights. I intended on helping them seek a consistent voice across all touch-points, discover new ways of expressing their goals and strategically define an ownable direction.

Wrapping the brand strategy into a single minded cohesive marketing approach evolved natural. The sports line “For the love of the game” - meaning to participate in an activity, particularly sports, due to a deep passion and enjoyment for it, rather than for external rewards, such as fame or money - was the premise of "For the love of women's sports." The line is a tag line, a headline and a mantra for employees, consumers, girls, teens, women and parents. A positive, approachable and strategically relevant way to quickly dimensionalise the XX-XY brand.

The massive changes to Title IX, removing parental rights, protection and equality for women by forcing biological males into female sports programs, locker rooms, bathrooms, showers and pronoun use demanded acknowledgement. The response: "Sit Out 2024," a battle cry for women to boycott the new now discriminatory Title IX by physically sitting out of games males were now allowed to dominate by putting all public schools at risk of legal and fiscal consequences if non-compliant. The grassroots movement was furthered with iconography, merchandise and a website portal that generates a petition letter writing campaign to public servants at the local, state and federal level. A contemporary peaceful sit out protest for women by women.

Simultaneously a lead generating initiative was launched called the XX-XY Athletic's Champions Program. The Champions Program celebrated people who went above and beyond in their support of Women's Sports. Monthly winners received XX-XY Athletics merchandise, as well as, a chance to win a one time Champions scholorship. "Enter Your Champion" allowed people to enter someone they felt went above and beyond supporting women's sports and helped expand the customer base. The Champions Program was tied directly to the 12x All-American swimmer and XX-XY ambassador Riley Gaine's whose impact and bravery for all women is well known as she was discriminated against swimming for the University of Kentucky.

On 12.20.2024 The Biden regime withdrew its proposed Title IX rule that sought to expand protections for transgender athletes in educational institutions. This decision comes after substantial opposition from conservative lawmakers, women’s rights advocates, and a series of legal challenges. The un Constitutional change would have required schools to allow transgender athletes to participate in sports teams aligning with their gender identity, granting biological males access to women’s locker rooms and bathrooms.

Exploratory. Testing and analytical data: None to date.