U.S. actress Sydney Sweeney is once again in the spotlight for a controversial advertisement, this time sparking outrage among female athletes globally. The advertisement for Novig sports prediction, released online on September 9 and garnered nearly 39 million views by Monday morning, depicts Sweeney holding sports equipment in front of what appears to be her nude body, accompanied by a bass-heavy soundtrack.
The ad features Sweeney showcasing various sports equipment strategically placed to cover her body, including a football in front of each breast, posing on a basketball net with a ball spinning by her hair, holding a football in front of her pelvis, lying on a bench with a soccer ball on her feet, and swinging a golf club in white underwear.
The portrayal led to a backlash from female athletes and Olympians who criticized the ad for sexualizing women in sports and undermining their progress. Athletes from different countries and sports genres joined the critique, sharing “Dear Sydney Sweeney” videos on social media platforms.
In response, athletes like Canadian sprint canoeist Sophia Jensen, Canadian figure skater Madeline Schizas, and U.S. gymnast Gracie Kramer posted videos showcasing their athletic prowess, highlighting the reality of women in sports. British sprinter Amy Hunt also emphasized the hard work and dedication of female athletes during a post-race interview at the Ultimate Championship in Budapest.
Australian swimmer Ariarne Titmus, the reigning Olympic champion in the 400-metre freestyle, expressed disappointment with the ad, labeling it as demeaning and questioning the continued objectification of women in sports.
Novig CEO and co-founder Jacob Fortinsky commended the ad for its focus on sports, while Sweeney described the campaign as a creative and playful way to engage with the audience.
This controversy is not new for Sweeney, who previously faced backlash over an American Eagle advertisement that was criticized for its portrayal of beauty standards and potential eugenic undertones. Despite previous controversies, Sweeney defended the ads and maintained her stance.
The response to the recent ad prompted further discussions on the representation of female athletes in media and sports, highlighting the ongoing challenges faced by women in sports regarding objectification and unequal treatment.
