U.S. actress Sydney Sweeney is once again under fire for a recent advertisement, sparking outrage among female athletes globally. The controversial ad for Novig, a sports-focused prediction exchange platform, was released online on September 9 and quickly garnered nearly 39 million views. In the ad, Sweeney is depicted holding sports equipment strategically in front of her seemingly nude body while upbeat music plays in the background.
The advertisement, featuring Sweeney showcasing various sports gear in provocative poses, has drawn criticism from female athletes and Olympians who argue that it overly sexualizes women in sports, undermining their achievements. The backlash transcends borders and sports disciplines, with many athletes posting response videos on social media under the hashtag “Dear Sydney Sweeney.”
Canadian athletes, including members of the official TikTok account for Canada’s Olympic and Paralympic team, joined the chorus of disapproval. They shared videos highlighting the dedication and hard work of female athletes, emphasizing strength, skill, and determination.
In a statement, Team Canada emphasized the importance of perseverance and dedication in sports, contrasting Sweeney’s ad with a video showcasing female athletes excelling in various disciplines. Other Canadian athletes, including Sophia Jensen, Madeline Schizas, and Molly Carlson, also voiced their concerns about the ad’s portrayal of women in sports, advocating for respect and recognition of athletes’ accomplishments beyond their physical appearance.
The global response to the ad was not limited to Canada, as athletes worldwide expressed their disappointment with Sweeney’s depiction of women in sports. Athletes like Gracie Kramer, Amy Hunt, and Ariarne Titmus shared their perspectives, highlighting the hard work and dedication required in competitive sports.
Novig’s CEO, Jacob Fortinsky, defended the ad campaign, praising its focus on sports and Sweeney’s role in bringing attention to the platform. Sweeney herself described the campaign as a creative and playful concept that aims to engage audiences with sports enthusiasm.
This is not the first time Sweeney has faced backlash for a controversial ad. Last year, she received criticism for an American Eagle advertisement that some interpreted as promoting unrealistic beauty standards. Despite the controversies, Sweeney remains unapologetic, defending her creative choices and sparking further debate on the portrayal of women in advertising and sports.
The recent backlash against Sweeney’s ad underscores ongoing challenges faced by female athletes, who have historically been subjected to objectification and unequal treatment in sports media coverage. Research has shown a persistent trend of sexualization and infantilization of female athletes, highlighting the need for greater respect and recognition of their athletic achievements.