Forbes, April 2025
It’s been a year since Jennifer Sey and her XX-XY Athletics brand entered the large and fiercely competitive athletic apparel market, expected to reach $173 billion in North America this year, according to McKinsey. Just about all the cards are stacked against a start-up brand breaking through.
However, Sey and XX-XY Athletics have had remarkable, if not unprecedented, success by traditional financial and brand engagement measures. It reached seven figures in sales in only the first eight months by using only the power of social media and numerous earned media appearances to get the message out.
