‘Euphoria’ Star Sydney Sweeney Stands Firm on Novig Campaign With New Topless Ad
Sydney Sweeney has mastered the art of turning controversy into a business strategy. Each time she faces criticism, she seems to return even louder, and her latest advertising endeavor indicates she has no plans to back down. The discussions surrounding her ads have become as integral to the campaign as the content itself.
This trend began in 2025 with her ‘American Eagle’ campaign, which sparked debate over its clever play on the word “genes.” Despite the backlash, the Associated Press reported that the brand experienced unprecedented customer acquisition and brand recognition. This outcome highlighted the significant attention a controversial Sweeney campaign can attract.
Now, she’s employing the same strategy once more. On Sunday, October 11, the ‘Euphoria’ star shared a new commercial for Novig on Instagram, just weeks after facing backlash from the brand’s initial campaign featuring her. In the approximately 30-second clip, she strolls through a studio clad in white Novig-branded underwear while playfully covering her chest with two footballs.
The latest video appears to directly address her critics. Sweeney humorously acknowledges the public’s obsession with her attire, dismisses it with a light-hearted comment about feeling flattered, and concludes with the brand’s tagline, “Novig is just sports.” She shared the clip with her 25.8 million Instagram followers.
The tone is playful, embracing the attention rather than shying away from it. Instead of issuing an apology, the ad treats the controversy as part of the humor. For a brand seeking visibility, this is a daring response to the backlash.
The initial “Just Sports” campaign debuted on September 9 as Novig’s first national effort. In it, Sweeney appeared nude, using footballs, a basketball net, and protective gear for coverage. Novig characterized the approach as bringing the “Just Sports” message to life with confidence, humor, and a playful twist.
However, many viewers had a different perspective. Female athletes, including Olympic 100-meter semifinalist Bree Masters, voiced their discontent, sharing images of themselves and asserting that this is what women in sports truly look like. Some social media users labeled the ad “inappropriate,” claiming it undermines the seriousness of women in sports.
The backlash had a noticeable impact. Sweeney reportedly lost over 200,000 Instagram followers during the controversy, yet she did not offer a public apology. As a strategic partner and equity holder in the company, her involvement in the ads extends beyond a mere paid role.
The new advertisement has sparked a familiar division among viewers. Some fans praised Sweeney for her boldness, with one commenter expressing eagerness for the ensuing fallout. Critics, however, argue that the campaign objectifies female athletes and implies that a woman’s role in sports is tied to her appearance.
Novig’s co-founder, Jacob Fortinsky, stated that the company has no regrets and stands by their work. Sweeney has also expressed her delight in embracing a fun concept and being playful. Their message remains clear: the provocation is deliberate.
This approach aligns with Sweeney’s broader branding strategy. She has also promoted her lingerie line, Syrn, through playful and revealing videos. One expert noted that her latest sports ad reinforces the image she has cultivated, even amidst criticism.
Whether this attention benefits Novig in the long term remains uncertain. The risk lies in audiences focusing on the ad rather than the brand itself. However, with the second spot already making headlines, the campaign has certainly achieved its primary goal: sparking conversation.
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