A viral marketing campaign for the sports prediction company Novig has ignited a fierce backlash from high-profile female athletes. The advert, which features actor Sydney Sweeney, depicts her in a nude state obscured by various sports balls and equipment. Throughout the spot, Sweeney repeatedly uses the word “sports” before lying on a pool table and stating, “You can’t trade this, I just look good here.” The commercial, which launched last month, recorded over 22 million views within its first two days.
British sprinter Amy Hunt, a four-time European gold medalist, emerged as a central voice in the protest. Following a fourth-place finish in the 200m at the World Athletics Ultimate Championship, Hunt argued that the advert misrepresents the reality of elite competition. “Sydney Sweeney, this is what women in sport look like: 21.4,” she stated, referencing Melissa Jefferson-Wooden’s winning time. Hunt emphasized that professional sports involve grueling labor, including “muscles, hard work, blood, sweat, and tears,” rather than the glamour portrayed in the commercial.
The criticism resonated across the global sporting community. Four-time Olympic swimming champion Ariarne Titmus expressed deep frustration, calling the depiction a “kick in the face” to women who dedicate their lives to excellence, unity, and friendship. Similarly, British Olympic cycling gold medalist Sophie Capewell took to social media to call for a departure from the sexualized representation of female athletes, urging the industry to move toward more authentic portrayals of women in sports.
Public support for these athletes has been widespread. American gymnast Gracie Kramer received over a million likes on an Instagram post featuring competition footage accompanied by the caption “this is what a woman in sport looks like.” In response to the wave of criticism, Sweeney shared several images of both male and female athletes, including Serena Williams, Megan Rapinoe, and Sue Bird, who have previously posed nude for various editorial features.
Industry experts believe the backlash was predictable. PR consultant Mark Borkowski, who has managed high-profile figures like Diego Maradona, characterized the commercial as “cynical soft porn.” While he acknowledged that the controversy has provided the startup with massive reach and visibility, he questioned the long-term impact on Sweeney’s brand. “Sweeney will make a lot of money over a short span of time,” Borkowski noted, warning that such polarizing promotions can prove detrimental to a career’s longevity.
Novig founder and CEO Jacob Fortinsky has defended the campaign, suggesting that Sweeney’s ability to draw attention forces the public to engage with the brand. He noted that the company restricted the content to users aged 21 and older and clarified that Sweeney was involved in an equity partnership, collaborating on the advertisement’s messaging. Fortinsky maintained that the actor is highly effective at captivating an audience.
This incident follows previous public scrutiny regarding Sweeney’s promotional work. Last year, an American Eagle campaign titled “Sydney Sweeney Has Great Jeans” triggered a public debate over her lineage, with some critics suggesting the marketing materials alluded to eugenics. At the time, Sweeney stated she was unaware of the controversy while filming the television series Euphoria and emphasized that her intent is always to bring people together rather than create divisiveness. The report also notes that the fourth-fastest women’s 200m, and Hunt went on to reveal the painful realities she and other sports stars faced. “When you’re a woman in sport, it’s not pretty,” she said. “It’s not glamorous, that was a reference to Melissa Jefferson-Wooden’s winning time of 21.47 seconds. The report also notes that definitely, it’s not sexy all the time. The report also notes that my period started yesterday, so that’s not really ideal, and that’s not ever what you try to really plan for.”, even turning up to this championship. The report also notes that “How do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing?”. The report also notes that the culture war argument gets you one thing: enormous reach.”, and the outrage. The report also notes that who has starred in several successful TV series and films including Euphoria, The White Lotus and The Housemaid, may one day regret her decision, he also questioned whether Sweeney. The report also notes that and this sort of promotion can come back to haunt people.”.
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