The movement against transgender athletes in women’s and girls sports has drawn support from the majority of Americans, politicians in power and even a niche consumer market. Now, one of the leaders of that movement is calling for some big star-powered reinforcements.
Former NCAA swimmer and conservative influencer Riley Gaines has been one of the most active advocates of the movement, dating back to her infamous tie with transgender swimmer Lia Thomas at the 2022 NCAA championships. In 2024, Gaines became the first brand ambassador for the activist sportswear brand XX-XY Athletics.
The brand gained prominence and profitability by becoming the first sportswear company dedicated to promoting activism against transgender inclusion in women’s sports. It also created financial incentives for women’s college athletes across the country to take a stand on the issue by signing with the brand.
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