Sydney Sweeney Novig Ad Draws Athlete Backlash

Actress Sydney Sweeney’s Novig “Just Sports” campaign, in which she poses with little or no clothing and sports equipment, has drawn widespread criticism from female athletes. Critics including Olympic swimmer Ariarne Titmus, former gymnast Gracie Kramer, British sprinter Amy Hunt and Australian former Olympian and lawmaker Zali Steggall say the campaign sexualizes women, diminishes their athletic achievements and could discourage girls from participating in sport. Hunt said role models should emphasize what women’s bodies can do rather than how they look, while Steggall accused Novig of using sexualization to attract young men to gambling. Kramer helped spur a social-media response featuring athletes highlighting strength, dedication and achievement. Sweeney helped develop the campaign and is a Novig strategic partner and equity holder; she has defended the concept as playful and sports-focused, while later reports do not include a new response from her or Novig.