Female athletes have criticised the Sydney Sweeney Novig ad, saying the “Just Sports” campaign uses sexualized imagery that undermines efforts to highlight women for their athletic ability.
The campaign for U.S. sports prediction company Novig shows actor Sydney Sweeney posing with sporting equipment while wearing minimal or no clothing.
Sweeney is also a strategic partner and equity holder in the company. Australian swimmer Ariarne Titmus, a four-time Olympic gold medallist, criticised the campaign on Instagram.
She argued that women athletes have spent years seeking recognition for their skill, dedication and achievements rather than their appearance. Other athletes responded by highlighting their own sporting accomplishments.
Olympic swimmer Lani Pallister shared footage of her training, races and medals. Sprinter Bree Rizzo posted career highlights, while the Australian Institute of Sport showcased women competing and working across several disciplines.
Read: Sydney Sweeney Joins Novig as Equity Partner in New Campaign
Water polo medallist Tilly Kearns also criticised the advertisement. World champion boxer Skye Nicolson said the objections concerned how women’s sport was marketed, not whether athletes could embrace femininity or look attractive.
Sweeney responded on Instagram Stories by sharing images of prominent athletes who had previously posed for ESPN The Magazine’s “Body Issue.”
