Sydney Sweeney has faced criticism from female athletes over a new sports ad in which the actress appears almost entirely naked while promoting prediction market Novig. The “Just Sports” campaign features Sweeney using footballs, pads, and other sporting equipment to cover herself while promoting the platform, which allows users to trade on the outcomes of sporting events. Sweeney is also a strategic partner and equity holder in Novig.
The backlash grew quickly, with former UCLA gymnast Gracie Kramer joining the trend on Instagram and boxer and Olympian Skye Nicolson sharing a statement arguing there is a “big difference” between looking sexy while competing and “using sex to sell ‘sport.'”
“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,” Nicolson wrote. She said her issue was with making a “mockery” of athletes who have dedicated their lives to sport by using “suggestive language and imagery in an ad about sport,” adding that companies behind such campaigns “should DO BETTER.”
The Ad’s Critics
Per The Guardian, four-time Olympic gold medalist Ariarne Titmus also criticized the campaign, saying she was “infuriated” by the ad and describing it as a “kick in the face” to women who have dedicated their lives to sport.
“Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is,” she said.
Water polo Olympic silver medalist Tilly Kearns was even more direct, writing: “I absolutely f**king hate Sydney Sweeney’s new sports ad.”
The campaign has drawn criticism from a growing number of female athletes, several of whom have posted videos showcasing their own sporting achievements under the message: “this is what a woman in sports looks like.”
What the Ad Actually Shows
The “Just Sports” campaign positions Sweeney as a figure in a near-nude pose, using sports equipment as makeshift covering. The premise is that the platform lets users trade on the outcomes of sporting events, and Sweeney promotes it as a strategic partner and equity holder.
The imagery is deliberately provocative, with Sweeney positioned in a way that draws attention away from the actual content of the ad and toward her body.
Sweeney’s Response
Following the criticism, Sweeney shared images to her Instagram Stories of female and male athletes who have previously posed nude for various publications, including Serena Williams. The images were all from various ESPN ‘body issue’ covers. Others included Ronda Rousey and US soccer star Megin Rapinoe.
Why the Criticism Matters
The athletes who criticized the ad are not arguing that women should not be visible or attractive in sports marketing. They are arguing that the ad uses sexualized imagery in a way that trivializes the work of athletes who have spent years training, competing, and sacrificing for their sport.
Nicolson framed the distinction clearly: there is a difference between a woman who looks good while playing sport and a woman whose image is used to sell a product about sport.
The criticism is not about modesty. It is about respect. Athletes who have dedicated their lives to sport want to be shown doing that sport, not reduced to a prop for a prediction market.
The Backlash Timeline
The criticism emerged rapidly after the ad was released. Female athletes began posting videos of themselves competing, holding up the message “this is what a woman in sports looks like.” The trend spread across Instagram, with Kramer joining in.
Titmus and Kearns followed with public statements. Titmus described the ad as a “kick in the face,” while Kearns used strong language to express her hatred of the campaign.
Comparisons With Previous Campaigns
This is not the first time Sweeney has faced criticism over a campaign. Just over a year ago, her American Eagle “great jeans” campaign sparked a separate backlash, with critics accusing the company of “making fascist propaganda.”
The pattern is notable. Sweeney has repeatedly found herself at the center of public disputes over how women are portrayed in advertising, and the response from athletes has been consistent: they want the conversation to be about skill, dedication, and achievement, not about what women wear.
The Question of Intent
It is not clear whether Sweeney intended to offend anyone with the “Just Sports” campaign. She has not publicly addressed the specific complaints about the ad.
The images she posted included Serena Williams, Ronda Rousey, and Megin Rapinoe. Sweeney did not explain why she chose those particular images.
The campaign itself raises questions about the role of sexuality in sports marketing. Novig is a prediction market, not a clothing brand, yet the ad relies heavily on Sweeney’s physical appearance rather than her expertise or the platform’s features.
What Comes Next
The immediate fallout from the “Just Sports” campaign includes:
- A growing number of female athletes criticizing the ad on social media.
- Public statements from Titmus and Kearns expressing strong opposition.
- Sweeney’s response of sharing nude athlete images on Instagram Stories.
- The comparison to her previous American Eagle campaign, which also drew criticism.
The situation remains unresolved. The athletes who spoke out have made their position clear. They want sports marketing to honor the work of athletes rather than treating them as objects.
The Guardian reported Titmus’s comments, and the quotes from Titmus, Nicolson, and Kearns come directly from their public statements.
The core question remains unanswered: why is a prediction market ad featuring a nearly naked woman covered in sports equipment considered acceptable, while athletes who compete professionally are told to show their skills instead of their bodies?