Sydney Sweeney has sparked fresh controversy in the sports industry following an advertisement for the sports application Novig, where the actor appears seemingly naked while covered only by footballs, basketballs, hockey equipment, and tennis rackets, according to The Hollywood Reporter. The campaign has drawn sharp pushback from female athletes and fitness enthusiasts on social media, who argue the imagery undermines years of advocacy for women’s sports.
Female Athletes Push Back Against the Novig Campaign
Athlete Gracie Kramer responded by posting videos of herself competing alongside the hashtag #womeninsports. “I don’t know what Sydney Sweeney was doing, but this is what a woman in sports looks like,” Kramer wrote.
Other online contributors, including a former athlete writing in the comments of Sweeney’s official Instagram page, argued that athletes have spent years fighting to be recognized for talent, strength, and achievements rather than reduced to their physical appearance.
Sydney Sweeney Defends the Ad Concept
Sweeney has defended the promotional material, maintaining that the concept was designed to cut through industry noise and place the focus entirely on sport, while describing the campaign as playful and humorous, according to The Hollywood Reporter. To support her position, Sweeney shared images on Sunday of prominent female athletes who have previously posed unclothed for magazine covers, including Serena Williams, Ronda Rousey, Megan Rapinoe, and Caroline Wozniacki.
This is not the first time promotional work featuring Sweeney has generated public debate. Last summer, she faced heavy criticism over an American Eagle jeans advertisement that used the slogan “Sydney Sweeney has great jeans,” which many critics interpreted as a play on the word “genes,” drawing accusations of invoking eugenics themes, according to Hindustan Times.
Frequently Asked Questions
What is the Novig advertisement featuring Sydney Sweeney?
The advertisement for the sports-app Novig features actor Sydney Sweeney posing seemingly naked behind a stack of sports equipment including footballs, basketballs, hockey gear, and tennis rackets.
Why are female athletes criticizing the campaign?
According to The Hollywood Reporter and statements shared on social media by athletes like Gracie Kramer and Bree Masters, critics argue the ad sexualizes women in sports and undercuts long-standing efforts to value female athletes for their athletic performance, skill, and strength rather than their bodies.
How has Sydney Sweeney responded to the criticism?
Sweeney defended the advertisement as a playful and humorous concept intended to focus attention on sport, pointing out that other prominent athletes like Serena Williams and Megan Rapinoe have previously posed for similar magazine features.
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