‘Euphoria’ Star Sydney Sweeney Responds to Novig Ad Backlash with Athlete Images
Sydney Sweeney seems to be addressing the backlash from her recent Novig advertising campaign indirectly. Rather than confronting the criticism directly, the actress has opted for a visual approach that redirects the focus back to athletes and the physical demands of sports.
Sweeney’s collaboration with Novig has quickly become one of the most discussed celebrity advertising campaigns this month. She features in the company’s “Just Sports” campaign, which promotes its sports-only prediction market, with marketing that provocatively emphasizes Novig’s focus on sports over politics or other events.
The controversy escalated when viewers criticized the campaign for its use of Sweeney’s heavily sexualized imagery to promote a sports trading platform. In response, Sweeney has shared images of athletes from ESPN’s ‘Body Issue,’ seemingly to highlight athletic bodies instead of the controversy surrounding her campaign.
The Novig campaign launched on September 9, showcasing Sweeney with various sports equipment representing football, basketball, hockey, tennis, soccer, and baseball. She uses the gear and uniforms to convey the message that Novig is all about “just sports.”
Sweeney’s role extends beyond that of a typical celebrity spokesperson. She has joined Novig as an equity partner and was involved in the campaign’s creative development. In an interview with Complex, she expressed her desire to be more than just a face for the project, emphasizing her commitment to the creative process.
This involvement adds an interesting layer to the reaction. While the campaign was crafted to be provocative and eye-catching, some viewers argue that its emphasis on Sweeney’s body detracts from the sports-focused message that Novig aims to convey. Women in sports have also voiced their criticisms, as reported by The Hollywood Reporter Japan.
ESPN’s ‘Body Issue’ has a history of showcasing athletes through photography that highlights the physicality, strength, vulnerability, and individuality of sporting bodies. ESPN describes the project as a platform that has featured over 200 athletes, exploring what their bodies can achieve across various sports.
This context makes Sweeney’s apparent social media response particularly intriguing. Instead of issuing a lengthy statement to defend the Novig campaign, she has chosen to share imagery focused on athletes who have previously used ESPN’s platform to discuss their bodies and careers.
This also creates a fascinating contrast with the criticism surrounding the Novig advertisement. While critics have questioned whether Sweeney’s campaign reduces sports imagery to sexualized marketing, the ‘Body Issue’ has traditionally framed athletic nudity in terms of performance, physical ability, personal narratives, and the realities of professional competition.
The latest discussion follows Sweeney’s American Eagle campaign, which also sparked controversy due to its use of the “great jeans” and “great genes” wordplay. Critics claimed that some imagery and language carried uncomfortable implications, while the company asserted that the campaign celebrated how people wear their jeans.
This history means the Novig campaign is being viewed through a familiar lens. Sweeney has established herself as a significant advertising figure alongside her acting career, and her participation in provocative campaigns has consistently generated both strong engagement and heated criticism.
For Novig, this strategy has undeniably attracted attention. The campaign has gained significant traction across social media, and Sweeney’s role as an equity partner gives her a financial stake in the company’s success beyond the typical celebrity endorsement model.
Whether the ESPN ‘Body Issue’ photos are a deliberate rebuttal, a playful continuation of the conversation, or simply Sweeney sharing imagery she finds appealing remains uncertain. For now, the actress has not publicly clarified the apparent connection, leaving fans and critics to interpret her actions as they see fit.
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