Actress Sydney Sweeney faces widespread backlash over a new Novig advertisement in which she is shown posing in a nude or near-nude way in sports-related settings. Several female athletes and sports commentators criticize the ad for focusing on her appearance rather than women’s athleticism.
Outlet coverage links the controversy to broader debates about how women are marketed in sport. Forbes and other reports describe the campaign as part of a larger effort by female athletes to be valued for their athletic abilities, not their looks. Some outlets frame the ad as reigniting concerns that marketing can undermine progress toward gender equality in sports and influence public attitudes beyond the immediate controversy.
While many stories emphasize athlete-led criticism and social media response, they vary in tone and emphasis. Some focus on the argument that the ad “sexualises” women in sport, while others discuss the potential wider cultural impact and the scrutiny sports brands face over representation. Independent and Metro also report Sweeney’s response to the backlash, though coverage centers primarily on the criticism from athletes.
