Sydney Sweeney Faces Backlash From Female Athletes Over Nude Novig Campaign
Olympians and professional athletes condemn the sports trading app's imagery as a mockery of women's athletic achievements.
Actress Sydney Sweeney has sparked a wave of criticism from professional female athletes and Olympians following her appearance in a provocative promotional campaign for the sports trading app Novig. The controversy centers on the intersection of sexualized marketing and the hard-won professional respect of women in sports.
In the Novig advertisements, Sweeney appears mostly naked, using various pieces of sports equipment—including footballs and basketballs—to cover herself. The visual direction was intended to reflect the app's focus on "just sports," with Sweeney describing the concept as "a very simple and playful idea." However, the imagery triggered an immediate backlash, resulting in Sweeney reportedly losing over 200,000 Instagram followers.
Athletes Condemn Imagery
High-profile athletes have been vocal in their disapproval, arguing that the campaign reduces the world of sports to a sexualized prop. Australian boxer Skye Nicolson described the ads as a "mockery" and a sign of "disrespect on athletes who dedicate their life to sport and to the women who have broken barriers for generations."
Other critics, including Olympic water polo player Tilly Kearns and former UCLA gymnast Gracie Kramer, joined the condemnation. Kramer specifically challenged the representation of femininity in the ads, stating, "I don’t know what Sydney Sweeney was doing, but this is what a woman in sports looks like."
A Pattern of Provocation
This incident is the latest in a series of controversial marketing efforts associated with Sweeney, who has leaned into her public persona as a sex symbol. Her history of provocative partnerships includes a collaboration with Dr. Squatch to sell "Sydney's Bathwater Bliss," a soap containing her actual bathwater.
Beyond sexualized imagery, Sweeney has faced ideological criticism in the past. Her 2025 "Great Jeans" campaign for American Eagle drew accusations that its themes echoed racist ideologies and eugenics, further establishing a pattern of high-risk branding that frequently divides public opinion.
The Industry Conflict
The Novig backlash highlights a persistent tension within the sports and advertising industries. While sexualized imagery is a common tool for commercial gain, female athletes argue that such campaigns undermine their professional legitimacy. By using a non-athlete sex symbol to represent the "face" of sports, critics suggest the brand prioritizes the male gaze over the actual achievements of the women who compete in the arena.
Response and Aftermath
Sweeney has attempted to defend the campaign by drawing parallels to established sports photography. In response to the outcry, she shared images on her Instagram stories of athletes who have posed for ESPN's Body Issue, a publication known for celebrating the human form in an athletic context.
Whether this defense will appease the athletic community remains unclear. As the debate continues, the industry is left to weigh the viral reach of provocative celebrity endorsements against the risk of alienating the very athletes the products claim to celebrate.