Sydney Sweeney's Novig ad draws criticism from athletes and marketing experts

Actress Sydney Sweeney's recent advertisement for the sports-trading platform Novig has attracted criticism from several Olympic athletes and marketing professionals. The commercial shows Sweeney in a series of shots where sports equipment partially covers her body, and the tagline invites viewers to "prove" their sports knowledge.

Australian swimmer Ariarne Titmus, British sprinter Amy Hunt and former U.S. gymnast Gracie Kramer publicly denounced the ad, saying it does not reflect how they want women in sport to be portrayed. Marketing consultant Adrienne Uthe said the campaign succeeded in generating attention but cautioned that virality does not guarantee consumer conversion, noting that social-media reactions can distort public perception.

Olivia Bennett, a senior account director at Go Up, argued that the ad reinforces a sexualized image of Sweeney and could harm the broader perception of women in sport, even if it aligns with the actress's personal brand. She said the backlash was predictable given the choice of a highly controversial figure for a national campaign.

In response to the criticism, Sweeney posted images of past ESPN magazine covers featuring nude athletes such as Serena Williams and Ronda Rousey, and said the campaign was intended to "cut through the noise" and focus on sports with confidence and humor. Her representatives did not immediately comment on the controversy.