Sportswear Company Supported by Riley Gaines Banned from TikTok for Ad Advocating for Women’s Sports
XX-XY Athletics, a sportswear company led by Jennifer Sey, formerly of Levi Strauss & Co, and supported by ex-NCAA swimmer Riley Gaines, was permanently banned from TikTok due to an advertisement that aimed to promote and defend women’s sports. The ad, debated for content regarded as controversial for its stance on gender in sports, resulted in the ban. In response, Sey publicized the ban on social media platform X, displaying the advertisement and expressing rhetoric that encouraged standing up for women’s and girls’ sports. The ad emphasized fairness, safety, and equality in women’s sports, opposing the participation of males in female sports categories. It called for viewers to resist being silenced or labeled bigots for their views, and to be outspoken and brave in advocating for women’s rights in sports. Sey’s post also showed the notification from TikTok as evidence of the ban, underscoring the contentious nature of the debate surrounding gender and sports equity.
XX-XY Athletics, a sportswear company founded by former Levi Strauss & Co President Jennifer Sey — and backed by former NCAA swimmer Riley Gaines — has reportedly received a permanent ban from TikTok over a video advertisement promoting and defending women’s sports.
Sey shared the news — and the ad — via X on Tuesday, saying, “When you run an ad standing up for women and girls’ sports, you get banned for life from @tiktok_us. Here’s the ad. Offensive, right?”
“If you think girls’ and women’s equality matter, stand up,” the ad begins. “If you think girls’ and women’s sports matter, and you want your daughters to have the same opportunity you had, stand up. If you know that it isn’t fair — or safe — to allow males to compete in girls sports because it’s, well, obvious, stand up.”
“Don’t be cowed by people who call you a bigot. You’re not a bigot,” it continues. “Don’t let men tell us how to be ‘good’ girls. Don’t let others tell you you just need to be quiet, sit down, be nice. It’s not nice to further a lie. It’s not mean to believe in women’s equality. We deserve our own sports, privacy, fairness, safety. We deserve a chance to compete, and win. So don’t be nice. Don’t be careful. Be honest, be brave, fight for women. We’ve come too far to give up now. And if you agree with that, stand up and stand with us.”
And here’s the notification lest I be accused of lying by my “fans.” pic.twitter.com/lUJ6cjuDYQ
— Jennifer Sey (@JenniferSey) June 18, 2024
Sey also shared a copy of the letter she received from TikTok stating that while the sportswear company’s account would still be accessible, none of their ads would go live on the platform.
“Our review indicates that your advertising content may violate TikTok’s advertising policies by featuring offensive content,” the letter read, adding that the decision could be appealed if a request was submitted within 180 days.
“Speak up. Stand up. Vote with your dollars. Don’t buy brands that don’t know what a woman is. Truth is counting on you,” Sey added in a follow-up post.
Speak up. Stand up.
Vote with your dollars.
Don’t buy brands that don’t know what a woman is.
Truth is counting on you. https://t.co/7D1TQrPSXH— Jennifer Sey (@JenniferSey) June 19, 2024
“We’ve normalized discrimination against women and girls. What used to be called misogyny is now labeled as ‘progress,’ ‘inclusion,’ and ‘tolerance.’ Why do young girls have to suffer for the delusions of entitled men?” Paula Scanlan added.
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We’ve normalized discrimination against women and girls.
What used to be called misogyny is now labeled as “progress,” “inclusion,” and “tolerance.”
Why do young girls have to suffer for the delusions of entitled men? https://t.co/VNKuYU9tnM
— Paula Scanlan (@PaulaYScanlan) June 19, 2024
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