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The actor appears mostly naked in the campaign, covered strategically with sports equipment, prompting athletes to question the sexualisation of women’s sport.
‘Dear Sydney Sweeney’: Women Respond To Actor’s ‘Mostly Naked’ Viral Sports Ad
Sydney Sweeney has found herself at the centre of another advertising controversy, this time over a campaign for sports trading platform Novig.
The actor, who joined the company as a strategic partner and equity holder, appears in the campaign largely unclothed, with sports equipment including basketballs, rugby balls and jerseys strategically covering her body.
The campaign has triggered a strong response from athletes and social media users, with many accusing it of sexualising women’s sport rather than celebrating the athletes and their achievements.
The backlash has also produced a striking response. Instead of simply criticising the campaign, several women athletes have turned to their own training, competitions, medals and sporting careers to show exactly what they believe women in sport look like.
Sydney Sweeney Responds, But Doesn’t Address The Backlash Directly
As criticism mounted, Sweeney appeared to respond indirectly. The actor shared photographs from the campaign on her Instagram Stories. She then posted images of other celebrities and sporting figures who have previously participated in similar photoshoots, including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Rob Gronkowski and Jason Kelce.
The posts appeared to push back against some of the criticism surrounding the decision to feature Sweeney with very little clothing. However, it has not been confirmed whether the posts were specifically intended as a response to the backlash.
‘Sydney Sweeney, This Is What Women In Sport Look Like’
Athletes, meanwhile, have been much more direct. Australian Olympic swimmer Lani Pallister took inspiration from American gymnast Gracie Kramer, who had started a trend around the line “this is what a woman in sport looks like”, and shared a video featuring her training, races and medals.
Track sprinter Bree Rizzo also posted a highlights reel documenting her career on the track. The Australian Institute of Sport joined the conversation with its own version, featuring women in archery, gymnastics, boxing and softball, along with footage showing women working in sports science. The message was clear: women’s sport can be about strength, skill, discipline, competition and years of work, rather than simply how an athlete’s body looks.
Olympic Champion Ariarne Titmus Calls Out The Campaign
Retired Australian Olympic swimmer Ariarne Titmus was among the most outspoken critics of the advertisement.
The four-time Olympic gold medallist said she was infuriated after watching the campaign and questioned why the sexualisation of women’s bodies continues to be used to sell products associated with sport.
“I can’t describe how infuriated I feel when I watch this,” Titmus wrote on Instagram.
She described the campaign as a “kick in the face” to women who have dedicated their lives to their sport, as well as women who enjoy sport for its teamwork, friendship, dedication and unity. “How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?” she asked.
Why Is Sydney Sweeney Being Blamed?
There has also been debate over who should bear responsibility for the campaign.
Some social media users argued that the criticism should primarily be directed at Novig, the company behind the advertisement.
But Sweeney is not simply appearing as a hired face for the campaign. According to a Novig statement, she joined the company as a “strategic partner and equity holder”, making her involvement considerably deeper than that of a conventional celebrity endorsement.
That has made the actor a central part of the conversation surrounding the campaign.
Another Sydney Sweeney Advertising Controversy
This is not the first time Sweeney has faced intense scrutiny over an advertising campaign.
In 2025, her American Eagle campaign, built around the line “Sydney Sweeney has great jeans”, became the subject of a separate controversy. Months later, Sweeney addressed the backlash and acknowledged that her silence had “widened the divide.” “I was honestly surprised by the reaction,” she said. “I’m against hate and divisiveness.”
The latest controversy has once again placed Sweeney at the intersection of celebrity, advertising, bodies and social media. But this time, the response from athletes has shifted the conversation in another direction. Rather than allowing the campaign to define what women in sport look like, they have been showing their training sessions, races, medals and years of work, which is what we really need.
Quick Answers
Ask News18Sydney Sweeney is not merely a hired face for the campaign; she joined Novig as a strategic partner and equity holder, giving her a direct financial interest in the company’s success.
Ask News18About the Author
Mallika Bhagat is a Deputy News Editor at News18, where she leads the Lifestyle and Viral desks. A seasoned journalist and content strategist, she brings a decade of high-impact experience from India’…Read More
September 14, 2026, 5:37 PM IST
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