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Sydney Sweeney Under Fire From Athletes over Nude Sports-Prediction Ad
Female athletes said the campaign turns women’s sport into a marketing gimmick, and Novig’s ad has drawn nearly 39 million Instagram views.
- On Wednesday, September 9, 2026, actress Sydney Sweeney and sports trading app Novig released a promotional campaign featuring Sweeney posing nude with athletic equipment, immediately triggering widespread criticism from female athletes and social media users.
- Novig intended the campaign to promote its 'Just Sports' message, cutting through noise to highlight the platform's sports-first experience; however, the imagery of Sweeney unclothed with sporting props drew immediate backlash from athletes condemning the sexualized visual approach.
- Olympic medalist Ariarne Titmus called the ad "an absolute joke," while gymnast Gracie Kramer posted training footage with the message, "this is what a woman in sport looks like." Dozens of athletes followed with similar posts contrasting their achievements.
- Sweeney, a strategic partner and equity holder in Novig, responded Sunday by posting images of nude athletes from ESPN's 'Body Issue,' apparently defending the campaign's artistic intent amid industry debate over commercialized nudity in sports marketing.
- The controversy mirrors backlash to Sweeney's 2025 American Eagle campaign, which critics said promoted eugenics through its 'great genes' slogan, reflecting broader debates over provocative celebrity marketing strategies that generate viral engagement in competitive industries.
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An advertising campaign starring American actress Sydney Sweeney has sparked a wave of criticism by athletes, who claim to sexize women in sport.
·El Segundo, United States
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Coverage Details
Total News Sources272
Leaning Left69Leaning Right55Center47Last UpdatedBias Distribution40% Left
Bias Distribution
- 40% of the sources lean Left
40% Left
L 40%
C 28%
R 32%
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