Overview
- The Novig “Just Sports” campaign starring Sydney Sweeney went viral in early September, registering tens of millions of views and far higher social engagement than a rival Polymarket post.
- Fortune reporting and Novig’s CEO say Sweeney negotiated an equity stake and acted as a hands-on creative partner who pushed for the ad’s provocative visuals.
- Top female athletes responded by posting competitive highlights to counter the advert, arguing the spot sexualizes women and undermines progress in how women’s sport is presented.
- WNBA guard Sophie Cunningham defended Sweeney on her podcast Friday, saying the actress should be allowed to profit from the work and questioning why other athletes were so angry.
- Marketing commentators say the campaign shows how controversy can buy attention for a smaller rival but warn that viral reach does not guarantee sustained customer growth and could prompt reputational or partnership risks for Novig.