Sydney Sweeney’s Nude Novig Ad Faces Backlash From Olympians Over Sexualization of Women
Sydney Sweeney has become a focal point for advertising controversies over the past year, with her brand partnerships often generating headlines that extend beyond the products themselves. Her American Eagle “great jeans” campaign faced backlash after online discussions accused its wordplay of echoing eugenics-related language, a controversy that persisted for weeks after the ads were released.
Her latest campaign appears to be following a similar trajectory, this time drawing criticism from the sports community. The ‘Euphoria’ star recently starred in a new ad for the sports trading app Novig, appearing mostly nude while using footballs, tennis rackets, and basketball hoops to cover herself as she humorously pretends to engage in various sports.
This concept has sparked sharp criticism from female athletes, including several Olympians, who argue that the campaign trivializes women’s sports by reducing them to a joke about appearance rather than celebrating athletic achievement. British athlete Lucy Davis was among the first to voice her concerns, stating that she didn’t understand Sweeney’s intentions and that it was time to stop sexualizing women in sports.
Four-time Olympic gold medalist Ariarne Titmus expressed her frustration, stating that she felt genuinely upset watching the ad, calling it a slap in the face to every woman who has dedicated her life to perfecting her craft. She emphasized that sports should be valued for teamwork, dedication, and unity rather than marketability. American gymnast Gracie Kramer and Australian swimmer Ella Palmateer also joined the criticism, with Palmateer telling CNN that the ad was incredibly disappointing and harmful, particularly for young girls entering sports, asserting that women want to be recognized for their abilities rather than their looks.
Sweeney has not remained silent amid the backlash. In a statement on Novig’s website, she described the campaign as embracing a fun, playful concept aimed at cutting through the noise and focusing entirely on sports, framing it as one centered on confidence and humor rather than an attempt to undermine women’s athletics.
She also seemed to address the criticism directly through her Instagram Stories, sharing a series of covers from ESPN’s Body Issue, which has featured nude professional athletes across various sports for years. This move appeared to position her campaign within a broader tradition of athletic nudity in media rather than something entirely new or exploitative.
The controversy adds another layer to a pattern that has followed Sweeney throughout the past year, where brand deals intended to create buzz have instead ignited broader cultural discussions about representation and messaging. Novig’s ad has already garnered tens of millions of views across social platforms, ensuring that the conversation surrounding it shows no signs of slowing down, regardless of which side of the debate becomes more vocal in the coming days.
Currently, neither Sweeney nor Novig has provided a direct response to the specific criticisms from Titmus, Davis, or the growing number of athletes who have joined the pushback, leaving the debate over the campaign’s intent and impact very much unresolved.
The reaction has not been entirely one-sided. Some online commentary has countered the athletes’ framing, arguing that Sweeney’s choice to participate in a suggestive ad campaign is a personal decision that should not automatically be interpreted as an attack on women’s sports as a whole. Others have pointed out the long history of athletic nudity being used in fundraising and awareness campaigns without facing similar backlash.
This division in reaction highlights how much the conversation has expanded beyond the original ad itself, touching on broader questions about who gets to define representation in women’s sports and advertising overall.
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