XX-XY Athletics Founder Makes Aggressive Pitch to Sign WNBA Star Sophie Cunningham Away From Adidas

Jennifer Sey, founder and chief executive of women’s sportswear brand XX-XY Athletics, has disclosed ongoing recruitment overtures aimed at landing WNBA guard Sophie Cunningham, stating she would be willing to make substantial personal sacrifices to complete the move. Sey told Fox News Digital that Cunningham represents an ideal fit for her company and that she has pursued the Indiana Fever player since learning the athlete privately endorsed XX-XY Athletics’ widely shared “Dear Nike” campaign in 2024.

According to Sey, Cunningham initially engaged with the advertisement through social media interactions before sending a direct private message expressing approval of the content. Sey acknowledged a significant oversight in her response timeline, explaining that she failed to notice the message for several months because it arrived in a folder designated for accounts she did not follow on Instagram.

Sey characterized Cunningham as possessing qualities beyond athletic excellence, highlighting her distinctive personality and willingness to articulate unpopular viewpoints. The XX-XY Athletics CEO expressed confidence that the guard’s authenticity and communication style align with her brand’s core values and public positioning.

Cunningham remains bound by an existing contract with Adidas, which is scheduled to release her first consumer-available player-exclusive shoe on Friday. The Adidas Crazy Energy “Sophie Cunningham” PE will be priced at $120 and represents a colorway variation rather than a signature model developed exclusively for the athlete.

Despite acknowledging the financial advantages Adidas maintains over her startup operation, Sey outlined an alternative value proposition centered on prominence and autonomy. She emphasized that Cunningham would receive top-tier positioning within the XX-XY roster and complete freedom to express her viewpoints without corporate restraint or consequence.

Sey has also proposed leveraging the silhouette from Cunningham’s viral finger-pointing gesture as the foundation for an independent brand collection under XX-XY Athletics, comparable to Michael Jordan’s relationship with Jordan Brand. Under Sey’s concept, Cunningham would retain all revenue generated from merchandise featuring the iconic pose.

The Fever guard’s profile has accelerated substantially since joining the team alongside Caitlin Clark in 2025, with her on-court defensive efforts and subsequent June confrontation with Phoenix Mercury veteran DeWanna Bonner achieving significant social media traction. Cunningham has recently broadened her public presence through appearances at UFC events and emerged as one of professional basketball’s most recognizable personalities.

Cunningham sparked considerable debate this week after telling ESPN that young female athletes should be protected from competing against biological males and from sharing locker room facilities with them. She subsequently reinforced her position while emphasizing that her stance does not reflect animosity toward transgender individuals.

Sey has criticized Adidas for declining to publicly align itself with Cunningham’s controversial statements, arguing the sportswear manufacturer benefits from the guard’s cultural visibility while avoiding substantive endorsement of her position. Fox News Digital has contacted representatives for Cunningham requesting comment on Sey’s recruitment efforts.