In March, our friend Jennifer Sey, the former Levi’s exec and Covid-19 lockdown critic, told us she was starting an apparel company for women athletes, and since then she’s done exactly that. Her company XX-XY Athletics has put leggings, t-shirts, tank tops, and hats on the market, with both women’s (XX) and men’s (XY) collections. XX-XY Athletics counts its mission, according to Sey, as “protecting women’s sports and spaces and encouraging others to do the same.” 

“If you want your daughters to have the same opportunities you had, stand up,” a recent XX-XY ad says, adding, “If you don’t think it’s fair or safe to allow men to play women’s sports, stand up.”

It turns out that this is not the sort of thing one is allowed to say on TikTok. The Chinese-owned social media platform quickly banned the ad on the grounds that it “may violate TikTok’s advertising policies by featuring offensive content.” Sey posted on X, “When you run an ad standing up for women and girls’ sports, you get banned for life from @tiktok_us.” 

Sey, who was a champion gymnast herself, told me that the ads were on TikTok for less than a week before they were taken down—and that XX-XY’s account has been suspended from posting any ads on the platform. “They offered no reason for how we violated their policies,” Sey said. “Despite the fact that I find the ad quite uplifting, it’s anodyne.” (Watch it for yourself here.)