Athletes Criticize Sydney Sweeney’s Novig Commercial

Hon, while acknowledging Sweeney’s appearance, argued that the campaign reinforces damaging standards for young girls. She emphasized that sports should prioritize performance over aesthetics, noting that the next generation deserves to see strength and capability celebrated rather than being told their value is tied to their physical form. Her critique follows similar backlash from Olympic gold medalist Ariarne Titmus and former gymnast Gracie Kramer.

Titmus expressed frustration over the continued sexualization of women’s sports, questioning the industry's decision to monetize the female body in such a manner. Kramer echoed these sentiments, highlighting her own career-long struggle to be recognized for her athletic achievements rather than her appearance. The commercial, in which Sweeney uses items like footballs and tennis rackets to shield herself while claiming the platform is "just sports," has ignited broader discussions about how female athletes are portrayed.

Sweeney has remained largely unfazed by the public outcry. In response to the criticism, she shared a compilation of past nude or semi-nude photo shoots featuring high-profile athletes, including Serena Williams, Ronda Rousey, and Rob Gronkowski. This is not the first time the Euphoria star has courted controversy with her brand partnerships; previous campaigns for Dr. Squatch and American Eagle also drew significant public scrutiny.