U.S. actress Sydney Sweeney is once again under criticism due to an advertisement, sparking outrage among female athletes globally. The controversial ad for Novig sports prediction, released on Sept. 9 and viewed nearly 39 million times by Monday, showcases Sweeney posing with sports equipment strategically covering her body, set to a bass-heavy soundtrack.
In the ad, Sweeney challenges viewers, holding a football against each breast, perching on a basketball net with only hair covering her, and posing with various sports gear in a seemingly nude state. This depiction drew ire from female athletes and Olympians who argue that it sexualizes women in sports, generating a wave of backlash across social media platforms.
Athletes like Canadian sprint canoeist Sophia Jensen, Canadian figure skater Madeline Schizas, and U.S. gymnast Gracie Kramer posted response videos showcasing their dedication and hard work in sports, contrasting with the ad’s portrayal. British sprinter Amy Hunt also voiced her disapproval, emphasizing the reality of women in sports post-competition.
Australian swimmer Ariarne Titmus condemned the ad, labeling it as demeaning and emphasizing the objectification of women in sports. Novig CEO Jacob Fortinsky praised the ad for spotlighting sports but faced criticism for its portrayal of female athletes. Sweeney defended the campaign as a creative and playful concept in a press release.
This controversial ad is not the first time Sweeney has faced backlash. In a previous American Eagle advertisement, she was accused of promoting unrealistic beauty standards, sparking a debate on eugenics. Responding to the recent ad’s criticism, Sweeney shared images of male and female athletes on magazine covers, triggering further backlash from athletes like Canadian alpine skier Cassidy Gray.
The controversy surrounding the ad underscores the ongoing issue of oversexualization and unequal treatment of female athletes in sports marketing and media coverage. Studies have highlighted the prevalence of visual objectification and infantilization of female athletes, emphasizing the need for more respectful and empowering portrayals in the sporting world.