Sydney Sweeney’s latest ad campaign for a sports trading app has drawn both praise and criticism, highlighting differing views on women’s autonomy in media representation and public perception of provocative imagery.
Sweeney releases ad campaign for Novig sports app
The advertisement features Sweeney in strategically placed sports equipment, covering her mostly nude body, with the tagline: “Think you know sports? Prove it. Novig is just sports. So, they wanted a show.”
Olympic athletes criticize the ad
Several female athletes have publicly criticized the campaign. Australian Olympic gold medalist swimmer Ariarne Titmus stated, “I can’t describe how infuriated I feel when I watch this. How do we live in a world where monetizing a woman’s body and sexualising women’s sport is still a thing?”
British sprinter Amy Hunt and former American gymnast Gracie Kramer also expressed disapproval of the ad’s portrayal.
Expert weighs in on the controversy
Adrienne Uthe, founder of Kronus Communications, offered a contrasting perspective, stating that while the ad may have sparked debate, “women having agency also means allowing women to make choices about their image that other women may not personally agree with.”
Uthe added that Sweeney’s decision to incorporate sexuality into her brand is not a departure from her established image, noting, “She’s a beautiful woman right now at the peak of her career, and she ultimately can decide which projects she wants to take and which ones she doesn’t.”
Sweeney has not publicly responded to the criticism beyond the campaign’s tagline.
Broader context of the debate
The controversy reflects ongoing discussions about the portrayal of women in media, particularly in sports-related advertising. Supporters of Sweeney’s campaign argue that her choices align with personal and professional autonomy, while critics contend that such imagery reinforces harmful stereotypes.
The ad campaign was released by Novig, a sports trading app, and has since become a focal point for debates on agency, representation, and public reception of provocative media.