Former Levi's brand manager Jennifer Sey discusses controversial opinions on COVID school closures, abusive coaching in gymnastics, advocacy for women's sports and Title IX, and the creation of an athletic apparel brand supporting gender equity in sports.
Speaking up against injustices is crucial, even when faced with backlash and skepticism from communities.
Brands like XX-XY Athletics can challenge mainstream narratives and advocate for equity and fairness in sports.
Deep dives
Jennifer's Background in Elite Gymnastics and Harsh Training Environment
Jennifer discusses her background as an elite gymnast in the 1980s, highlighting the brutal training environment she endured, including training with a broken ankle and being on a forced starvation diet. Despite her successes, the harsh treatment led her to feel like a failure upon leaving the sport. She later wrote a book, 'Chalked Up,' detailing the abusive coaching practices.
Challenges Faced After Speaking Out About Abusive Coaching
Jennifer recounts the backlash she faced after speaking out about abusive coaching practices, including being demonized and labeled a liar by the gymnastics community. Despite the initial scrutiny, her story gained credibility following the Larry Nassar scandal, underscoring the importance of speaking up against injustices, even in the face of adversity.
Advocacy for Women's Sports and Creation of XX-XY Athletics
Jennifer introduces her new initiative, XX-XY Athletics, as the first athletic brand standing up for female athletes and the protection of women's sports. She emphasizes the need for brands to align with truths and beliefs, challenging the mainstream narrative while promoting inclusivity. XX-XY Athletics aims to not only provide quality products but also advocate for the protection of women in sports.
Cultural Influence and Brand Messaging of XX-XY Athletics
Jennifer emphasizes the cultural impact of brands and the power of storytelling, drawing parallels with renowned brands like Nike in shaping perceptions and attitudes. XX-XY Athletics endeavors to normalize discussions about the protection of women and girls in sports through resonant messaging and quality products, aiming to engage and mobilize individuals to stand up for equity and fairness in sports.
The great Jennifer Sey, former brand manager at Levi's and who was ostracized for her entirely correct opinions about school closures during COVID, Is now back with her own athletic apparel brand that has a particular mission.