dexinwin A new advertising campaign featuring Hollywood actress Sydney Sweeney has sparked widespread controversy after the star appeared in a highly revealing sports-themed commercial for prediction platform Novig.
The 29-year-old actress, known for roles inEuphoriaandThe White Lotus, appears in the campaign wearing minimal clothing while using sports equipment, including a soccer ball, basketball and ice hockey goaltender mask, to cover herself.
The advertisement, titled “Just Sports,” was designed as a provocative sports-themed marketing campaign. However, its release quickly triggered criticism from female athletes, who argued that the imagery sexualized women rather than highlighting athletic ability, strength and dedication.
Among the most prominent critics was Australian Olympic swimmer Ariarne Titmus, a four-time Olympic gold medalist. Titmus said she was angry after seeing the campaign and argued that the portrayal failed to reflect the qualities associated with women's sport, including teamwork, dedication, achievement and perseverance.
British sprinter Amy Hunt also criticized the campaign in an interview with the BBC following her appearance in the 200-meter final at the World Athletics Ultimate Championship in Budapest. She contrasted the advertisement's glamorous presentation with the physical reality of competitive sport, pointing to the training, sweat and sacrifices experienced by female athletes.
Former American gymnast Gracie Kramer similarly posted footage of herself training and used it to highlight what she considered a more authentic representation of women in sport. Other female athletes also shared photographs and videos of their competitions and training sessions in response to the campaign.
The controversy reflects a broader debate about how women are portrayed in sports advertising. Women's sports have gained substantial visibility and commercial momentum in recent years, while athletes have increasingly used social media to respond directly when they believe commercial campaigns misrepresent their experiences.
Critics of the Novig campaign argue that using a famous actress in a sexualized sports setting reinforces an old approach in which women's appearance receives more attention than athletic performance. Supporters of the campaign, meanwhile, have viewed it as deliberately provocative advertising intended to generate discussion and attention.
The campaign has indeed generated significant online attention. Business Insider reported that mentions of Novig on social media increased sharply following the controversy, suggesting that the campaign succeeded in attracting substantial public visibility even as it faced criticism.
Sweeney has not publicly issued a detailed response to the criticism, according to the Associated Press. She did, however, post images connected with ESPN's “Body Issue,” which some observers interpreted as part of the discussion surrounding body image and representation.
Novig is a sports prediction platform founded in 2021. The company recently completed a $75 million Series B financing round, according to Business Insider, which reported a valuation of approximately $500 million. The Sweeney campaign was reportedly a major component of the company's marketing push for the football season.
The controversy has therefore produced a complicated outcome for the campaign. While the advertisement has drawn strong criticism from prominent female athletes, it has also generated considerable attention for the relatively young sports-prediction company.
For women's sports, however, the debate goes beyond a single advertisement. The response from athletes demonstrates an increasing willingness to challenge commercial representations that they believe focus on appearance rather than the athletic skill, discipline and physical effort required to compete at the highest level.
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