Sydney Sweeney has responded to criticism of her provocative Novig sports campaign by referencing other women who have posed nude for sports magazine features.
Sweeney recently became a strategic partner and equity holder at Novig, a sports-focused prediction market for users over 21. On 9 September, Novig launched a campaign featuring Sweeney posing nearly nude, with sports equipment, uniforms, and balls covering parts of her body. The campaign repeatedly uses the word 'sports' to promote the platform.
In response to criticism, the Euphoria actress posted magazine covers of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki on her Instagram stories.
The move drew a comparison between her campaign and the images she shared. However, those covers came from ESPN's Body Issue, which featured professional athletes posing nude while discussing their careers.
Sydney Sweeney justifies her poor marketing by showcasing other women who posed naked for sports ads
by u/gatorfarts2007 in Fauxmoi
Online Backlash
A Reddit user noted the distinction between athletes showcasing their bodies as part of their profession and Sweeney's commercial campaign.
'I was thinking "ok, these are athletes at the peak of fitness showing off their amazingly sculpted bodies built specifically to excel in their field... you are using your sex appeal to sell gambling" like babes it is not the same!!!'
Comment
by u/gatorfarts2007 from discussion
in Fauxmoi
Another user, Saetric, argued that Sweeney was missing the point of the criticism: 'She's tone-deaf to criticism. It's not that you're naked, boo, it's WHY.'
Comment
by u/gatorfarts2007 from discussion
in Fauxmoi
Industry Criticism
Women in the sports industry also criticised the campaign, arguing that the imagery reduces women's roles in a male-dominated field to sexualisation.
Marissa Womack, game-day promotions and programming manager for the Harrisburg Senators, stated the criticism was about the challenges women already face in sports rather than jealousy or insecurity.
'It's about the fact that this is already a male-dominated field where we are constantly having to prove why we belong,' she said.
'It's about having passions and joy working in this industry, and when the only representation is sexualisation, you see less and less young women wanting to pursue this industry!'
Online critics also questioned why the campaign needed nudity while repeatedly emphasising 'sports'.
Sweeney's Defence and Wider Debate
Sweeney has defended the campaign and explained its creative concept.
'The concept is simple: cut through the noise and put the focus entirely on sports,' she said. 'The campaign brings that idea to life with confidence, humour and a playful edge.'
Sweeney also emphasised that Novig does not allow betting on wars, deaths, or politics, stating the platform is about 'just you, your takes and sports'.
The backlash follows similar controversy last year, when Sweeney's American Eagle campaign, 'Sydney Sweeney Has Great Jeans', was criticised for its play on 'jeans' and 'genes', and references to her blonde hair and blue eyes, which some said evoked eugenics and racial superiority.
By sharing nude images of professional athletes, Sweeney has broadened the debate beyond her own appearance. The discussion now includes the meaning, intent, and implications of such images for women, sports, and the commercial use of sexuality.
