Sydney Sweeney appears to have responded to the backlash over her sexualised ad campaign for sports trading app Novig.
Just over a year after the actor’s controversial American Eagle campaign, Sweeney is facing another barrage of criticism over her partnership with the newly launched Novig.
Released on Wednesday (9 September), the ad features the Euphoria star in various states of undress as she promotes an array of sports such as ice hockey, American football, tennis, and basketball.
Since its release, the ad campaign has been criticised as “inappropriate” and “vulgar” by some people, including several female athletes.
“This is not what we want for our sports ads,” said one person on social media, with others complaining that the video, which was shown on American TV, was unsuitable for children.
British track star Amy Hunt was among the athletes to hit out at the White Lotus star, using her post-race interview at the inaugural World Athletics Ultimate Championship to say: “Sydney Sweeney, this is what women’s sport looks like!”
The 29-year-old has since hit back at critics on Instagram. On Sunday (13 September), she shared a series of Instagram Stories that highlighted female athletes who have posed nude in their careers.
Sweeney posted nude campaigns of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki. She also highlighted male athletes who have done the same: Myles Garrett, Rob Gronokowski, Karl-Anthony Towns, and Jason Kelce.
It was apparently her own idea to strip off for the advertisements, according to Novig founder and CEO Jacob Fortinsky, who said Sweeney was drawn to Novig because it focuses solely on sports predictions, as opposed to subjects such as war, politics and underwear.
“She said, ‘I’m uncomfortable with other platforms that have markets on what colour underwear I’m going to wear. There’s something clean about sports,’” Fortkinsky recalled in an interview with Front Office Sports.
In a statement, Sweeney said 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, humour and a playful edge.”
In addition to fronting the platform’s first ad campaign, Sweeney joined Novig as a strategic partner and equity holder.
The “platform combines the mechanics of modern financial exchanges with a sports-first experience, creating a more efficient and transparent way for fans to trade on sports outcomes”, as per a press release.
It is also “the only prediction market to maintain a 21+ age requirement”, which the brand argues “[sets] a higher standard for responsible participation as the category continues to grow”.
Hunt was not the only sports star to criticise the ads, with Australian Olympian water polo player Matilda Kearns writing that she “absolutely f***ing hates” it.
“Here’s some real women’s sports content,” said Kearns, alongside footage of the Australian water polo team.
Ex-Olympic runner Hannah Williams called it a “disgrace for women in sports” who are “constantly trying to be respected in a male dominated field”, while retired Olympic swimmer Ariarne Titmus said she was “infuriated” by this “bulls***” marketing.
“The sexualisation of women in sport (and in life) is an ongoing issue that most (if not, all) women face,” wrote Olympic weightlifting coach Danielle Bagacay, adding: “I hope whatever Sydney Sweeney is trying to portray will be overshadowed by other women speaking/posting against the brand campaign.”
American gymnast Gracie Kramer, Australian swimmer Lani Pallister and track sprinter Bree Rizzo also responded to the campaign.
The controversy follows a year on from Sweeney’s American Eagle “Great Jeans” campaign, which was heavily criticised for appearing to use the language of eugenics with Sweeney saying in a now-deleted video: “Genes are passed down from parents to offspring, often determining traits like hair colour, personality, and even eye colour. My jeans are blue.”
In the subsequent months, the actor said she was “surprised” by the reaction, stating: “I’m against hate and divisiveness.”
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