Sydney Sweeney hit back at critics of her recent advertisement, that lacks clothing, for the sports trading app Novig by posting photos to her Instagram Stories showing well-known athletes who have also appeared in magazine spreads in a similar way – without clothing. The Euphoria and White Lotus actress has not addressed the controversy directly in words, but her social media activity sent a clear message.
The 28-year-old actress appeared in a provocative Novig campaign in which she wore various skimpy athletic uniforms while repeating the word “sports.” The ad drew sharp criticism from some viewers, who said the commercial s-xualized sports and reduced women to their bodies.
The same critics purposely, or cluelessly, ignored all the times other models, celebrities, or athletes posted in a similar way. Most of the critics are likely to be leftists, the same group of people who think it’s acceptable for biological males to invade women’s sports, but they’re mad at Sydney Sweeney for posing for a billboard.
Athletes Sweeney Highlighted in Her Response
In her Stories, Sweeney shared images of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki posing with barely any clothes on for magazines, according to the Daily Mail. She also posted photos of male athletes who have stripped down for sports-related shoots, including Myles Garrett, Rob Gronkowski, Karl-Anthony Towns, and Jason Kelce, drawing a pointed comparison to the reception her own ad received.
The move appeared to be a subtle but deliberate reply to social media users who flooded her Instagram comments with criticism. “As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and disappointed by this campaign,” one user wrote. Another added, “We’ve spent years fighting to be seen and respected for our talent, strength and achievements, not reduced to our bodies.” You can read more about Sydney Sweeney’s Novig ad controversy for additional context on how the backlash unfolded.
Sweeney’s Statement on the Campaign’s Intent
Some commenters questioned the ad’s purpose and Sweeney’s choices. “It’s too bad she couldn’t do an ad like this with her clothes on,” one person wrote, while another asked, “How do we cancel this?” A third said the commercial was “meant to be controversial just like Brooke Shields years ago.”
Sweeney offered her own explanation of the concept in a statement to Variety last week. “The campaign was about embracing a fun idea,” she said. “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”
What Comes Next for Novig and Its Campaign
Novig, a sports prediction market and trading app with a 21-and-older age requirement, launched nationwide last month under a federally regulated framework. The controversy has kept the brand in the spotlight well beyond its initial launch. Whether Sweeney plans a more direct public response remains to be seen, but her Instagram activity suggests she is comfortable letting the parallel speak for itself.
