Sydney Sweeney has responded to online criticism of a nude advertisement she filmed for the sports trading app Novig, posting a series of images over the weekend that put her campaign alongside decades of similar work by some of the biggest names in women’s athletics.
The 29-year-old “Euphoria” actress shared a carousel of photos to Instagram on Sunday, smiling while shielding herself with a pair of footballs. She followed that image with covers from ESPN The Magazine’s long-running Body Issue, featuring nude portraits of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki. “It’s gamedayyyy,” she wrote, tagging Novig.
The post came days after Sweeney appeared in a nearly-naked video launching the platform, in which she said the campaign was “just sports.”
Backlash and defenders
The ad drew sharp criticism from users who argued it sexualized women in a field still fighting for recognition on its merits. “As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and deeply disappointed by this campaign,” one commenter wrote. “We’ve spent years fighting to be seen and respected for our talent, strength, and achievements-not reduced to our bodies.”
Another called it “a slap in the face to every professional female athlete,” while a third asked, “How do we cancel this?” One commenter raised concerns that minors who follow sports would be exposed to the ad.
Others pushed back hard in Sweeney’s favor. “This is the greatest ad in sports and sports betting history,” one user wrote.
Sweeney addressed the controversy directly in a statement given to Variety. “The campaign was about embracing a fun idea,” she said. “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.” Sweeney’s representatives did not immediately respond to a request for comment from Fox News Digital.
Part of a pattern of controversy
This is not the first time Sweeney’s willingness to appear nude or scantily clad has drawn public criticism. She has faced scrutiny over revealing scenes in HBO’s “Euphoria” and has posed in lingerie while promoting her intimates brand, Syrn.
Her 2025 partnership with American Eagle, branded “Sydney Sweeney Has Great Jeans,” also generated heated debate online. A promotional video showed Sweeney crossing out the word “Genes” on a billboard reading “Sydney Sweeney Has Great Genes” and replacing it with “Jeans.” Critics noted that the phrase “great genes” has historically carried connotations tied to celebrating whiteness, and some compared the ad to “nazi propaganda.” Others rejected that characterization outright. “It doesn’t hurt ANYONE. That’s the point. It’s literally an advertisement for jeans. Not for nazism,” one defender wrote.
Taken together, the episodes reflect a recurring dynamic around Sweeney’s career: campaigns built on her image regularly spark disputes over what counts as empowerment, exploitation, or simply marketing, with Sweeney herself increasingly stepping in to frame the conversation on her own terms rather than leaving it to critics.
