- Actor Sydney Sweeney has faced strong criticism over a sexualised advertisement campaign for sports prediction platform Novig, in which she appears in various states of undress.
- Several prominent female athletes, including British sprinter Amy Hunt and Australian swimmer Ariarne Titmus, condemned the campaign as inappropriate and harmful to women's sports.
- Sweeney defended the advertisements on Instagram by sharing previous nude campaigns featuring high-profile male and female athletes, including Serena Williams and Jason Kelce.
- Novig founder Jacob Fortinsky revealed the campaign concept was Sweeney's idea, while the actor stated it was designed to cut through the noise with confidence and humour.
- The backlash comes a year after Sweeney faced criticism for an American Eagle campaign that drew controversy over its wordplay on genetics.
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