Sydney Sweeney’s Novig Campaign Sparks Athlete Backlash and Unfollows

British sprinter Amy Hunt and Australian Olympic swimmer Ariarne Titmus led the criticism, framing the ad as a regression in how women’s sports are marketed. Hunt contrasted the campaign’s focus on appearance with the reality of elite competition, citing the sweat, blood, and hard work required to excel on the track. Titmus echoed this sentiment, questioning the industry’s reliance on sexualizing women to drive commercial interest in athletics.

Despite the exodus of followers, Sweeney and Novig founder Jacob Fortinsky have stood by the creative direction. Fortinsky noted that Sweeney, who holds an equity stake in the company, personally advocated for the concept to protest how other platforms commodify her image through invasive betting markets. While the betting controversy dominates headlines, Sweeney’s professional circle remains under scrutiny, particularly regarding her association with manager Scooter Braun and the broader implications of her recent career moves.