Sydney Sweeney’s Novig advertisement sparks backlash from Olympic champions

The advertisement, titled “Just Sports,” was unveiled on September 9, 2026. As Benin Web TV reported at the time, the star of Euphoria is not only lending her image to Novig but is also a strategic partner and shareholder in the company.

Australian swimmer Ariarne Titmus, a four-time Olympic champion, criticized the campaign on Instagram, deeming it disrespectful to women who have dedicated their lives to sports. British athlete Amy Hunt, who finished fourth in the 200 meters at the Ultimate Championship on Sunday, responded after her race by highlighting the hard work, muscles, and performances of athletes.

Olympic cycling champion Sophie Capewell, water polo player Tilly Kearns, boxer Skye Nicolson, and gymnast Gracie Kramer also shared videos of their training or competitions. Their common message is to showcase what they believe a woman in sports represents.

The Associated Press, ABC Australia, and ITV verified these statements on Monday, September 14. The criticism targets both the highly sexualized portrayal and the choice of an actress to promote a sports-related activity, while many athletes are calling for greater visibility for their performances.

Sydney Sweeney has not issued a direct response to the criticisms. However, she did share several photographs on her Instagram stories of athletes who posed nude for ESPN’s former “Body Issue,” including Serena Williams, Ronda Rousey, and Megan Rapinoe. This sharing has been interpreted as an indirect defense of the campaign, without an explicit statement from the actress.

Novig’s CEO, Jacob Fortinsky, defended the advertisement aimed at an adult audience and emphasized Sydney Sweeney’s involvement in its creation. According to ABC Australia, the video had surpassed 33 million views on Instagram as of September 14.