Sharon Stone Comments on Sydney Sweeney’s Novig Ad Controversy and Its Impact on Women’s Sports
Sydney Sweeney is no stranger to controversy, and her latest sports-themed campaign for Novig is stirring up significant discussion. The backlash has drawn attention from not just fans but also female athletes, sports organizations, and fellow celebrities.
On September 9, Novig launched its first national brand campaign, announcing Sweeney as a strategic partner and equity holder. The ad features Sweeney posing nude while strategically covering herself with sports equipment like footballs and basketballs. The provocative nature of the clip quickly spread beyond its intended audience.
Sharon Stone, who has worked closely with Sweeney, shared her thoughts during an exclusive interview with PEOPLE at Variety’s Power of Women: Los Angeles event on September 23. Stone emphasized that Sweeney should take ownership of her choices in the campaign, stating, “We can’t denigrate women’s sports to get men’s attention so they can gamble.”
Stone isn’t alone in her criticism. Athletes like Amy Hunt and Gracie Kramer have also condemned the ad, arguing that it sexualizes women in sports and caters to the male gaze.
The list of critics is growing, with Olympic track cycling champion Sophie Capewell, Wales rugby international Lisa Neumann, Team GB rugby player Ellie Boatman, and Australian water polo silver medallist Tilly Kearns also voicing their concerns, as reported by The Athletic. The Australian Institute of Sport even hinted at the controversy in a recent post.
Sweeney’s response has been somewhat indirect. She shared Instagram stories juxtaposing her Novig campaign with ESPN Body Issue photoshoots featuring athletes like Serena Williams and Ronda Rousey posing nude.
This isn’t the first time Stone has commented on Sweeney’s advertising choices. At last year’s Variety’s Power of Women event, she defended Sweeney amid backlash from the American Eagle “great jeans” campaign. Stone’s message then was notably different, stating, “It’s okay to use what mama gave you,” as she told Variety.
Stone also recounted a story about conservationist Jane Goodall, who faced criticism for her Life Magazine cover but used the attention to raise funds for research. The implication was clear: leveraging one’s image for a greater cause is acceptable. Whether the Novig campaign aligns with that principle is currently under scrutiny.
Stone and Sweeney are also colleagues on ‘Euphoria’ Season 3, where Stone portrays Patricia “Patty” Lance, a powerful Hollywood showrunner. Just days before her comments to PEOPLE, Stone humorously noted that she once attempted to steer Sweeney’s character away from cam work, highlighting Sweeney’s new lingerie line as evidence that it didn’t quite work.
What makes Stone’s recent remarks noteworthy is her personal connection to the topic. She shared her own experience of facing barriers in sports, recalling how she threatened legal action to join the boys’ golf team due to a lack of women’s sports teams at her school.
This background informs her perspective, focusing on opportunity rather than outrage. It serves as a reminder that discussions about women’s representation in sports are longstanding, even as the platforms for such debates evolve. A sports trading app now finds itself at the center of this age-old argument.
The conversation remains divisive, with some viewing the Novig ad as innovative marketing while others see it as a regression for women in sports.
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