Actress Sydney Sweeney has addressed significant criticism surrounding her recent advertising campaign for the sports prediction app Novig, which some have deemed inappropriately sexualized and detrimental to the image of women’s sports. The campaign, released on September 9th, features Sweeney in various states of undress while promoting sports like ice hockey, American football, tennis, and basketball. This controversy emerges more than a year after Sweeney faced similar backlash for a campaign with American Eagle.
Novig Ad Sparks Outcry from Athletes and Public
The Novig advertisement has drawn sharp criticism, with many labeling it “inappropriate” and “vulgar.” Social media users and several prominent female athletes have voiced their disapproval, arguing that the ad’s content is unsuitable, particularly given its broadcast on American television and potential exposure to children. One common sentiment expressed online was that this type of advertising does not align with the desired representation of women in sports.
British track star Amy Hunt was among the first to publicly challenge the ad during a post-race interview at the World Athletics Ultimate Championship. She contrasted the Novig campaign with what she believes represents women’s sports, stating, “Sydney Sweeney, this is what women’s sport looks like!” Her comments highlighted a growing concern among athletes about the sexualization of women in professional sports and media.
Australian Olympian water polo player Matilda Kearns echoed this sentiment, expressing strong disapproval and sharing footage of the Australian water polo team as an alternative. Former Olympic runner Hannah Williams described the campaign as a “disgrace for women in sports,” emphasizing the ongoing struggle for respect in a male-dominated field. Retired Olympic swimmer Ariarne Titmus also voiced her frustration, calling the marketing “bulls***.” Olympic weightlifting coach Danielle Bagacay further elaborated on the pervasive issue of sexualization, hoping that Sweeney’s campaign would not overshadow other women speaking out against such practices.
Sweeney’s Defense and Novig’s Rationale
In response to the mounting criticism, Sydney Sweeney took to Instagram Stories on September 13th to defend her involvement. She highlighted instances of other athletes, both female and male, who have posed nude or in revealing attire for various campaigns. Sweeney shared images of notable figures such as Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Caroline Wozniacki, Myles Garrett, Rob Gronokowski, Karl-Anthony Towns, and Jason Kelce, suggesting a precedent for athletes engaging in similar promotional activities.
According to Novig founder and CEO Jacob Fortinsky, the concept for the ad originated with Sweeney herself. Fortinsky explained in an interview that Sweeney was attracted to Novig because its focus is strictly on sports predictions, differentiating it from platforms that might include more sensitive or controversial market predictions. He recalled Sweeney expressing discomfort with other platforms that delve into topics beyond sports, stating, “She said, ‘I’m uncomfortable with other platforms that have markets on what colour underwear I’m going to wear. There’s something clean about sports.’”
Sweeney herself released a statement characterizing the campaign as an effort to “embrace a fun idea.” She elaborated, “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humour and a playful edge.”
Novig’s Business Model and Age Restrictions
Beyond her role as the face of the campaign, Sydney Sweeney has also joined Novig as a strategic partner and equity holder. The company describes its platform as one that “combines the mechanics of modern financial exchanges with a sports-first experience, creating a more efficient and transparent way for fans to trade on sports outcomes.” A press release highlighted that Novig is the “only prediction market to maintain a 21+ age requirement,” a measure the brand asserts establishes a higher standard for responsible participation as the prediction market sector grows.
Historical Context: The American Eagle Campaign
The current controversy is reminiscent of the backlash Sweeney faced approximately a year prior for her American Eagle “Great Jeans” campaign. That campaign drew criticism for its perceived use of eugenics-related language. In a now-deleted video, Sweeney had stated, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality, and even eye colour. My jeans are blue.” While she later expressed surprise at the reaction, stating she was “against hate and divisiveness,” the incident foreshadowed the sensitivity surrounding her promotional work.
Conclusion: Navigating Representation in Advertising
The Novig ad campaign and Sydney Sweeney’s subsequent defense highlight a complex and ongoing debate about the representation of women in sports and advertising. While Sweeney and Novig argue for a playful, sports-focused approach that differentiates itself from other prediction markets, many athletes and commentators feel the campaign crosses a line, contributing to the broader issue of sexualization. The differing perspectives underscore the challenges brands and public figures face in creating content that is both engaging and respectful, particularly within the sensitive landscape of professional sports.
