XX-XY Athletics, the Only Brand With the Guts to Back Real Women Athletes, Just Launched a New Viral Ad

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DENVER--(BUSINESS WIRE)--Feb 2, 2025--

XX-XY Athletics, the only athletic brand to stand up for women’s sports, is launching a new ad campaign called "Real Girls Rock," in honor of National Girls & Women in Sports Day.

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This campaign leverages the heightened focus on advertising to deliver an unfiltered look at the female athletes at the center of one of the most important cultural conversations in sports today: protecting women’s sports.

At a time when women’s sports are reaching new heights, the release of “Real Girls Rock" shifts the spotlight to female athletes—their grit, relentlessness, and what drives them forward.

The film depicts the reality of athletic training: the hard, boring, and punishing work including early mornings, repeated failures, injuries and the resilience to rise and try again. It’s a raw, honest look at the journey, fueled by passion, perseverance, and the pursuit of one’s limits.

Female athletes, and their coaches, who advocate for the fairness and integrity of their sports often face brutal harassment and threats on top of their already demanding training.

The founder of the brand Jennifer Sey, a former US National Gymnastics champion (1986), 7x National Team member, and whistleblower on abuse in sport, said:

“Those who choose to stand up and do the right thing demonstrate enormous strength of character. Because most people would rather stand with the crowd than speak the truth and do the right thing. The athletes featured in the film prove that sports serve as a training ground for developing young people into outstanding, courageous individuals. We wanted to honor them with this film, when no other brand has the guts to do it.”

"Real Girls Rock" honors remarkable young athletes, including:

• Jaycee Bassett: Jaycee is a Senior on the Costa Rican National Team. She is the current Junior Pan American Champion, and the Junior World Taekwondo Championship Silver Medalist.
• Neely Gaines: Gymnast, Tennessee state champion and younger sister to Riley Gaines, the face of the women’s sports movement.
• Sia LiiLii: A graduating senior from the University of Nevada, Las Vegas, and team captain of the women’s volleyball team, who led a boycott of SJSU without support from her university.

This film is the follow-up to the brand's viral ads, Stand Up and Dear Nike.

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KEYWORD: UNITED STATES NORTH AMERICA COLORADO

INDUSTRY KEYWORD: GYMNASTICS RETAIL GENERAL SPORTS OTHER SPORTS MARKETING ADVERTISING MARTIAL ARTS COMMUNICATIONS VOLLEYBALL CELEBRITY WOMEN SPORTS SPECIALTY ENTERTAINMENT CONSUMER FASHION

SOURCE: XX-XY Athletics

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PUB: 02/02/2025 05:09 PM/DISC: 02/02/2025 05:09 PM

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