A new advertising campaign featuring actor Sydney Sweeney has sparked a strong debate about how women and women’s sport are represented in advertising.
The campaign, created for sports trading platform Novig, shows Sweeney with very little clothing, while sports equipment such as basketballs, rugby balls and jerseys covers parts of her body. The advertisement has drawn criticism from athletes and social media users who believe it focuses too much on the sexualisation of women rather than their sporting achievements.
Why Did The Advertisement Go Viral?
Sweeney joined Novig as a strategic partner and equity holder, making her involvement more significant than a typical celebrity endorsement.
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The campaign quickly attracted attention online, with several athletes questioning the decision to use a mostly unclothed celebrity in an advertisement connected to sport.
Critics argued that women’s sport should be represented through strength, skill, dedication and achievement, rather than primarily through appearance.
Sydney Sweeney Responds To The Controversy
As the criticism grew, Sweeney shared photographs from the campaign on her Instagram Stories.
She also posted images of celebrities and sports personalities who had previously taken part in similar photoshoots. These included Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Rob Gronkowski and Jason Kelce.
However, it has not been confirmed that these posts were specifically intended as a response to the criticism.
Women Athletes Send A Different Message
Instead of focusing only on the advertisement, several women athletes responded by showing their own sporting journeys.
Australian Olympic swimmer Lani Pallister shared a video featuring her training, races and medals, following a trend started by American gymnast Gracie Kramer around the message “this is what a woman in sport looks like.”
Track sprinter Bree Rizzo also posted a career highlights video showing her work on the track.
The Australian Institute of Sport joined the conversation by highlighting women involved in sports such as archery, gymnastics, boxing and softball, along with women working in sports science.
The message behind these responses was clear: women in sport are defined by their ability, hard work, competition and achievements — not simply by their appearance.
Ariarne Titmus Strongly Criticises The Campaign
Retired Australian Olympic swimmer Ariarne Titmus was among the strongest critics of the advertisement.
The four-time Olympic gold medallist said she was extremely upset after watching the campaign and questioned why women’s bodies continue to be sexualised while promoting products connected with sport.
Titmus argued that the campaign was disrespectful to women who have spent years working and competing in their chosen sports.
She also questioned why sexualising women’s bodies is still being used as a marketing strategy.
Should The Criticism Be Directed At Sydney Sweeney Or Novig?
The controversy has also raised questions about responsibility.
Some social media users believe the main criticism should be directed towards Novig, the company behind the campaign.
However, Sweeney is more closely connected to the campaign because Novig describes her as a strategic partner and equity holder.
Because of that business relationship, her role in the campaign has received significant attention.
This Is Not Sweeney’s First Advertising Controversy
The latest campaign is not the first time Sweeney has faced criticism over advertising.
In 2025, her American Eagle campaign built around the phrase “Sydney Sweeney has great jeans” also became the subject of a major online debate.
Sweeney later spoke about the reaction and said her silence had contributed to increasing the divide. She also said she was against hate and divisiveness.
The latest controversy has again placed her at the centre of discussions involving celebrity advertising, women’s bodies and social media.
Why The Athletes’ Response Matters
What makes this controversy different is the way several athletes have responded.
Rather than simply attacking the advertisement, they have used their own careers to highlight what women’s sport actually involves — training, discipline, competition, teamwork, setbacks, medals and years of dedication.
Their response has shifted part of the conversation away from the advertisement itself and towards the achievements of women in sport.
Conclusion
The Sydney Sweeney-Novig campaign has sparked a wider discussion about the way women are presented in sports-related advertising.
While the campaign has attracted major attention online, women athletes have responded by highlighting their real sporting journeys and achievements.
The debate ultimately raises a bigger question about whether advertising connected with women’s sport should focus more on performance and achievement than physical appearance.
FAQ
Who is Sydney Sweeney?
Sydney Sweeney is an American actor who has also been involved in commercial brand campaigns and business partnerships.
What caused the latest Sydney Sweeney controversy?
The controversy began after a Novig campaign featured Sweeney largely unclothed, with sports equipment strategically covering parts of her body.
What did women athletes say about the campaign?
Several athletes responded by sharing videos and images of their training, competitions, medals and sporting careers to highlight the achievements of women in sport.
Who criticised the campaign strongly?
Retired Australian Olympic swimmer Ariarne Titmus was among the most outspoken critics of the advertisement.
Is this Sydney Sweeney’s first advertising controversy?
No. Her 2025 American Eagle campaign also attracted significant public debate and criticism.
Why is Sydney Sweeney personally involved with Novig?
According to the information provided, Novig described Sweeney as a strategic partner and equity holder, rather than only a celebrity appearing in an advertisement.