Actress Sydney Sweeney faces criticism after starring in a “Just Sports” campaign for sports trading app Novig. In the ads, she appears nude or minimally clothed while using sports equipment such as footballs, basketballs, tennis rackets and protective gear to cover herself. The campaign debuted last week and quickly spread online, prompting a wider debate about how women are portrayed in sport.

Several female athletes, including Olympians, condemn the concept. Swimmer and Olympic gold medallist Ariarne Titmus says the ad is “infuriating” and questions why women’s bodies are being monetised and women’s sport is being “sexualised.” Olympic water polo player Tilly Kearns and boxer Skye Nicolson also criticize the campaign, with others posting similar concerns about sexualising women in sporting marketing.

Outlet reports also note the campaign’s framing, including Sweeney’s line in the ad that “Novig is just sports” and Novig’s emphasis on predicting sports markets. The Vancouver Sun reports Novig’s CEO says Sweeney approached the company about a partnership and helped with the ad’s idea. Sweeney has not directly addressed the backlash in interviews, though she posts nude photo-shoot images on social media shortly afterward, which some interpret as an indirect response.