Debates about culture seldom lead to tangible business outcomes, yet Sophie Cunningham’s vocal position on the controversial topic has managed to bring success to one apparel company due to her popularity.

The apparel company XX-XY Athletics is experiencing an increase in sales by a factor of six within two weeks, according to Front Office Sports' report. The month of August is predicted to be the most successful sales period since the start of the company's operation in March 2024.

This spike comes after an ESPN report released on July 21, in which Cunningham stated her desire to "protect young girls in a locker room, or young girls in sport who shouldn't have to go up against biological men."

This statement gained national media attention, and about 85% of XX-XY's new buyers have been first-time buyers.

The bond between Cunningham and the brand became even stronger as she joined its founder, Jennifer Sey, and activist Riley Gaines in public after their August 2 match with the Minnesota Lynx team, with images from this occasion amassing millions of views on the internet.

“She’s the perfect person for us. We have wanted to work with her for such a long time,” Sey said in a statement to Fox News Digital, explaining how their collaboration with Cunningham started after her personal admiration of their 2024 viral campaign.

This developing partnership has been directly responsible for driving business forward.

Sophie Cunningham's Profile Grows Alongside the Controversy

Sey didn't just stop there, praising Cunningham's position, but instead focused on how she is integral to the overall brand mission.

"She said what she said. She's not bending a knee, she's not backing down, and she's going to take whatever she gets. She's the star we needed to put this at the center of the culture conversation," Sey told Fox News.

The data proves this point. Google searches of XX-XY Athletics have risen more than 5,000% within a month, and its Instagram followers have increased by about 17,000 within a month to a total of 123,000 followers.

Cunningham's own profile has expanded alongside the controversy, gaining more than a million followers on both TikTok and Instagram this summer, with two of her jerseys currently ranking among the WNBA's top sellers.

With rallies continuing outside Fever road games and another planned for August 22 against the New York Liberty, the connection between Cunningham and the brand shows no signs of slowing down anytime soon.

Do you think athletes should weigh in on cultural debates like this, or stick strictly to basketball? Comment down.

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Written by

Utsav Gupta

Edited by

Utsav Gupta