Jennifer Sey reveals alleged communication with Sophie Cunningham amid recruitment pitch for XX-XY Athletics

Jennifer Sey, the founder of XX-XY Athletics, has publicly shared her intent to recruit Indiana Fever guard Sophie Cunningham as a brand ambassador. Sey stated that her interest in the basketball player began in 2024 after Cunningham privately reached out to support the brand's marketing initiatives.

Sey expressed a desire to sign the WNBA star, acknowledging that while she cannot match the current financial resources provided by Adidas, she offers a distinct partnership model. According to Sey, this approach focuses on providing the athlete with total creative freedom and the position of a signature face for the brand. She cited Cunningham's outspoken personality as the primary driver for this professional interest.

Communications between the two reportedly began after Cunningham engaged with a viral brand advertisement. Sey noted that she missed the initial message for months but eventually connected with the player. The brand owner emphasized that she views Cunningham as an ideal fit for her company, which positions itself as a pro-women's athletic label.

Cunningham is currently under contract with Adidas, which is scheduled to release a player-exclusive shoe style associated with her. While Adidas has not publicly commented on these recruitment efforts, Sey noted that the brand has maintained its relationship with the player despite recent controversy surrounding her public comments on women's sports. Sey continues to advocate for a transition, citing a lack of public corporate support from major manufacturers for athletes taking similar public stances.