Sydney Sweeney faces intense public scrutiny following the September release of a promotional video for the Novig platform, in which the actress appears nearly naked, according to recent media reports. The campaign sparked a widespread debate over the sexualization of women in media, dividing public opinion sharply across cultural and sports sectors.
The Novig Campaign and the Backlash from Athletes
According to reports, the Novig platform designed the advertisement to focus attention on sports while utilizing humor and provocation to stand out in the market. However, prominent figures in the sports world quickly condemned the material. According to the statements cited by outlets, athletes including Olympic water polo medalist Matilda Kearns, former Olympic runner Hannah Williams, swimmer Ariarne Titmus, and sprinter Amy Hunt argued that the video reduces women to their physical appearance rather than highlighting their athletic achievements and hard work. Women’s rights activists have echoed these criticisms, asserting that the marketing approach undermines professional female athletes.
TV Republika Defense and Media Reactions
Amid the growing controversy, TV Republika journalist and presenter Natalia Rzeźniczak defended the actress during a broadcast on the network, according to program transcripts. Rzeźniczak addressed the backlash from activists and sports figures directly. “Feminists got upset that she doesn’t represent women. How can she not represent women? After all, feminists fought for women to be able to decide for themselves. So Sydney Sweeney uses that right and shows off her charms,” Rzeźniczak stated on air, as reported. The journalist further remarked that critics might be reacting to Sweeney’s beauty and acting talent, noting that sportsmen were similarly frustrated by the perceived lack of sports representation in the commercial.
Sydney Sweeney’s Social Media Response
According to available reports, Sydney Sweeney has not issued a direct formal statement regarding the controversy. Instead, the actress shared a telling response on her Instagram account by posting covers of ESPN magazine featuring prominent female athletes posing in bold athletic shoots, including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki. Those posts were subsequently removed from the actress’s profile shortly after being published.
Did you know?
Natalia Rzeźniczak joined TV Republika after working for several years in Telewizja Polska, and she has co-hosted the program “Kto tu rządzi?” since 2026.
Frequently Asked Questions
Why did the Novig advertisement spark controversy?
The advertisement featured actress Sydney Sweeney nearly naked, leading critics, athletes, and activists to argue that it sexualizes women and diminishes their professional achievements in sports.
How did athletes react to the commercial?
Athletes such as Matilda Kearns, Hannah Williams, Ariarne Titmus, and Amy Hunt criticized the video for focusing purely on appearance rather than the talent and hard work of female competitors.
What was Natalia Rzeźniczak’s response to the critics?
Speaking on TV Republika, Natalia Rzeźniczak defended Sweeney by stating that the actress is exercising her right to choose how she presents herself and suggesting that critics are reacting to her appearance.
How did Sydney Sweeney respond to the backlash?
Sweeney did not issue a written statement, but briefly shared ESPN magazine covers featuring prominent female athletes on her Instagram before deleting the posts.
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