Entertainment News3 min(s) read
Actor Sydney Sweeney has found herself at the center of a heated online controversy after launching her new promotional campaign for the sports prediction market Novig.
In the advertisement, the Euphoria star appears to be completely naked, using strategic placement of athletic equipment - including footballs, basketballs, hockey pads, and tennis racquets - to cover her body.
The commercial was launched to promote the prediction app with the tagline 'Novig is just sports'.
However, the campaign quickly sparked intense outrage online, particularly among prominent female athletes who accused the ad of unnecessarily sexualizing women's sports and undermining decades of progress in women's athletics.
Critics and fans rushed to social media to vent their disappointment with the campaign.
One widely shared comment on Instagram stated: “As a former athlete and a woman who has personally experienced sexualised comments, I'm genuinely disgusted and deeply disappointed by this campaign.
"We've spent years fighting to be seen and respected for our talent, strength, and achievements-not reduced to our bodies…"
Other users expressed similar sentiments, with one writing: “Thank you for undoing everything women try to build in sports.”
Another critic pointed out: “This is sad at this point. Can't sell or be a normal girl if she doesn't use her body as a tool. Sexualizing sports like this is crazy.”
On X, another person slammed Sweeney's decision to show all by saying: "While women in sports are fighting to be seen for their talent and not to be sexualised this clearly Undo all the efforts, atp she just knows what works for her and she'll go any length for that attention. Sydney Sweeney is no FEMINIST”.
Professional athletes also spoke out, with four-time Olympic swimming champion Ariarne Titmus calling the ad “an absolute joke” and pointing out: “There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'”
Titmus also wrote in an Instagram story: “There is nothing wrong with looking good and doing sport and there's nothing wrong with embracing your femininity while also being a badass athlete.”
Rather than issuing a standard PR apology or ignoring the uproar, Sweeney, who is also a strategic partner and has shares in Novig, responded with an unexpected move.
Taking to her Instagram Stories, the 29-year-old actor posted nude images from her Novig photoshoot with a blunt caption.
Sweeney doubled down by sharing clothes-free images of real elite athletes featured in ESPN's famous "Body Issue" special editions.
The collection included stripped-down photos of world-class competitors such as tennis legend Serena Williams, UFC champion Ronda Rousey, NFL star Rob Gronkowski, and NBA player Karl-Anthony Towns
By sharing photos of high-profile professional athletes who previously posed nude to celebrate physical athleticism, Sweeney highlighted the double standards set for women in the public eye and sports.
