J.K. Rowling Shares Powerful Ad About Protecting Female Sports — But There’s More To The Story

Famed author and women’s rights advocate J.K. Rowling shared a powerful ad on social media on Monday morning promoting the protection of female sports.

The ad Rowling posted comes from a pro-woman athletics brand called XX-XY Athletics, which was founded by a former top Levi’s executive named Jennifer Sey who was pushed out of her job for disagreeing with the company’s leftist orthodoxy.

Additionally, the ad features real stories of female athletes who’ve lost out on opportunities because of male trans-identifying athletes and received hatred and vitriol for standing up for themselves and other girls.

Courtesy of XX-XY Athletics

“This is the first and likely the last time I’ll retweet an ad, but I love it,” Rowling posted on X, captioning the video from XX-XY Athletics.

The ad showcases the cost females have been paying for the inclusion of male trans-identifying athletes in their spaces. Riley Gaines, for example, is called a “bigot” in the ad for daring to speak up. In 2022, the swimmer-turned-advocate was forced to swim against Lia Thomas, a male, during the women’s NCAA championships. Gaines tied Thomas but was booted from the medal podium to make way for Thomas.

The XX-XY Athletics ad also features Sia LiiLii, a senior co-captain of the University of Nevada Reno Volleyball team. Liilii and her team chose to forfeit a volleyball match against an opposing team that had a man on the roster.

This is the first and likely the last time I’ll retweet an ad, but I love it. pic.twitter.com/oALpr5c10v

— J.K. Rowling (@jk_rowling) February 3, 2025

“I woke up this morning to JK Rowling tweeting our ad. To say this was an honor and a surprise would be the understatement of my career,” Sey told The Daily Wire on Monday.

Sey noted that Rowling showed “some hesitancy” in sharing the ad but said the brand’s “whole intention” is to “influence the movement and popular culture.”

“It’s more than a t-shirt or a pair of leggings,” she said. “Legislation is downstream from culture and we’ve failed on the culture front. And we need to wrest back the culture with the full force that it was taken from us and taken over by the uninformed, propaganda-spewing people and institutions who think you can change your sex.”

“The brand is a way to wear your values and to say: this is what I believe,” Sey added. “And it provides the permission structure for others to do the same. We need to normalize standing up for women’s sports and spaces. We cannot let the bullying unhinged minority have the mic because we are afraid of being called names.”

Courtesy of Jennifer Sey

Sey told The Daily Wire that in less than 24 hours of its release, the XX-XY Athletics ad had received about 4.5 million impressions on X and another 610,000 on Instagram.

“We’re right. We are grounded in truth. We must continue to fight,” Sey said. “Because it isn’t over despite Trump’s executive order, that only impacts federally-funded programs.”

Trump signed an EO last week that seeks to end “radical indoctrination” in public schools, including the “inclusion” of male trans-identifying students in female spaces and sports.

“Approximately 70% of sports take place outside of federal-funded schools and are not impacted,” Sey noted. “And you can bet on the fact that they are going to double down on their madness. They will never admit they were wrong.”

“Trump made the first move,” Sey added. “We the people need to take the baton and change the culture.”