Sydney Sweeney’s Novig Campaign Draws Ire from Elite Female Athletes

The one-minute spot features Sweeney positioned in various athletic settings, using equipment like basketballs and tennis gear to cover her body while repeating the word “sports.” Beyond her role as the face of the brand, the actress is a strategic partner and equity holder in the startup, which launched its prediction market last month. The company maintains the campaign is a playful, humorous attempt to emphasize its focus on sports over politics or current events.

Prominent Olympians have publicly condemned the messaging. Australian swimmer Ariarne Titmus described the ad as a “kick in the face” to women who dedicate their lives to their craft, while world champion boxer Skye Nicolson highlighted the distinction between being an athlete who embraces femininity and using sexuality to sell a product. Olympic gymnast Gracie Kramer and water polo player Tilly Kearns also joined the criticism, posting footage of their own rigorous training regimens as a counterpoint to the commercial’s aesthetic. While Sweeney has not issued a formal rebuttal, she has shared images of historical nude photoshoots featuring legendary athletes like Serena Williams, suggesting the campaign aligns with a broader tradition of celebrity imagery. This controversy follows a previous 2023 advertising dispute involving American Eagle, which similarly fueled public debate regarding the star's role in shaping cultural beauty standards.