Sydney Sweeney's Novig ad draws fire from Olympic champions and women athletes
Sydney Sweeney's new Novig advertisement has triggered backlash from women athletes who say it sexualises women's sport, prompting a defence from the actor.
Actor Sydney Sweeney's latest advertisement for the sports trading platform Novig has drawn sharp criticism from women athletes, including Olympic medallists, who say the campaign sexualises women's sport.
The ad shows Sweeney nude, with parts of her body covered by various pieces of sports equipment. It was released days before the criticism began.
British athlete Lucy Davis posted a video on Instagram criticising the campaign. She said it was time to stop sexualising women in sport, adding that the response had brought women together and that the issue was never about judging another woman's choices but about how women in sport are represented. Davis also pointed to young girls, saying sport had changed her life and that the thought of a large share of girls walking away from it was heartbreaking.
Australian former swimmer Ariarne Titmus, a four-time Olympic gold medallist, said she was infuriated by the ad. She described it as an insult to every woman who has devoted her life to her craft and to every woman who enjoys sport for what it is — teamwork, friendship, dedication, excellence and unity. She questioned how a woman's body could still be monetised and women's sport sexualised.
Water polo Olympic silver medallist Tilly Kearns also condemned the advertisement in blunt terms, saying it was worse than she had imagined and offering what she called real women's sports content in response.
Sweeney defended her participation in the campaign. In a statement carried on the Novig website, she said the campaign was about embracing a fun idea, with the concept being to cut through the noise and put the focus entirely on sports. She said it brought that idea to life with confidence, humour and a playful edge.
The actor also appeared to respond to the criticism by sharing a series of ESPN Body Issue covers, which featured nude athletes, on her Instagram story.
The Novig commercial arrives just over a year after a widely criticised American Eagle campaign featuring Sweeney, which drew a wave of backlash for appearing to use the language of eugenics. In a video that was later deleted, she had spoken about genes being passed down and determining traits, before referring to her jeans. Months afterwards, she said she had been surprised by the reaction and that she was against hate and divisiveness.
On the work front, Sweeney was last seen in the 2025 film 'Housemaid', and a sequel has been confirmed by its makers.