An advertising campaign for the sports trading app Novig featuring actress Sydney Sweeney has drawn criticism from female athletes who argue the ad sexualizes women in sports.

Actress Sydney Sweeney is facing criticism from female athletes following a new commercial for the sports prediction platform Novig. In the advertisement, Sweeney appears with little clothing, using various pieces of sports equipment to cover her body. Critics have labeled the campaign demeaning and argued that it sexualizes women in sports rather than focusing on athletic achievement.

Athlete Criticism and Response

Several high-profile athletes have publicly condemned the advertisement. Four-time Olympic gold medalist Ariarne Titmus stated on Instagram that the ad felt like a "kick in the face" to women who dedicate their lives to sports. British sprinter Amy Hunt, speaking after a race in Budapest, contrasted the ad with the reality of female athletics, stating, "Muscles, hard work, sweat, blood, tears" are what women in sports look like. Former gymnast Gracie Kramer and rugby player Sofie Fella also criticized the campaign, describing it as disrespectful and noting the ongoing struggle for female athletes to be taken seriously for their performance rather than their appearance.

Context and Brand Response

Sweeney, who serves as a strategic partner and equity holder for Novig, described the campaign as an attempt to embrace a fun idea and focus on sports. Following the backlash, Sweeney shared images on social media from ESPN The Magazine’s "Body Issue," which features athletes posing nude or semi-nude to celebrate diverse body types. Neither Novig nor representatives for Sweeney provided immediate comment regarding the criticism.