Sydney Sweeney appears to have responded to the backlash over her new sports advert by highlighting a number of female athletes who have posed nude or in revealing photoshoots.
The actress shared a series of Instagram Stories after her controversial campaign for sports prediction market company Novig came under fire from athletes and social media users.
@tmz Sydney Sweeney is starring in a new ad ... and this one is just about sports! 💋🏈 🎥: Instagram / @sydney_sweeney ♬ original sound - TMZ
Sweeney also shared another clip from the advert on Instagram, along with promotional images from the campaign which show her wearing very little clothing.
The advert features the Euphoria actress appearing to take part in different sports while in various states of undress.
The campaign has been criticised for sexualising women’s sport, with a number of high-profile athletes speaking out against it.
@marymccarths EW WHAT A SET BACK 🤮🤮 That Sydney Sweeney video had my jaw on the floor… remember who you are, who you want to be and that your body doesn’t define you. #beattheboys ♬ original sound - MARY MCCARTHY
Four-time Olympic gold medallist Ariarne Titmus said she was “infuriated” by the advert and questioned why sexualising women’s sport is still being used as a marketing tactic.
“Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity,” she wrote.
Other athletes have also responded by using the controversy to showcase the skill and dedication involved in women's sport.
Voir cette publication sur Instagram
Australian Olympic swimmer Lani Pallister shared footage of her training, races and medals, while sprinter Bree Rizzo posted a highlights reel of her career.
The Australian Institute of Sport also shared a video featuring athletes from sports including archery, gymnastics, boxing and softball.
Water polo silver medallist Tilly Kearns also criticised the campaign, while world champion boxer Skye Nicolson said the backlash was about the way women in sport are being portrayed.
Voir cette publication sur Instagram
“There’s a big difference between looking ‘sexy’ because you do sport compared to use sex to sell ‘sport’,” Nicolson wrote.
“There is nothing wrong with looking good and doing sport and there’s nothing wrong with embracing your femininity while also being a badass athlete.”
Amid the criticism, Sweeney appeared to respond by sharing photographs of several female athletes who have previously posed nude or in revealing photoshoots.
Her posts included images of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki.
She also highlighted male athletes who have stripped down for sports-related photoshoots.
Sydney Sweeney. Photo credit: Joe Seer, Shutterstock
Sweeney is more than just the face of the Novig campaign. She joined the company as a strategic partner and equity holder.
The controversy comes after Sweeney faced similar criticism over her American Eagle advertising campaign in 2025.
That campaign was criticised over its use of the words “genes” and “jeans”, with some accusing the advert of evoking eugenics.
Sweeney later acknowledged that her silence over the backlash had “widened the divide”, saying she was “honestly surprised by the reaction” and was against “hate and divisiveness.”
