Overview
- Novig released an ad in mid-September starring Sydney Sweeney nude and covered only by sports equipment while she repeats a tagline about sport, prompting immediate public criticism.
- Professional athletes responded with a viral counter-movement that began with gymnast Gracie Kramer and was amplified by figures including Ariarne Titmus and Amy Hunt, who posted training footage and statements rejecting the ad's portrayal of women in sport.
- Reporting says Sweeney is not just the face of the campaign but also a strategic partner and investor in Novig, which athletes and commentators cite when questioning the ad's commercial intent.
- Data cited in coverage show the campaign massively increased searches and social mentions for Sweeney—one estimate put her monthly search volume in the millions—while an analysis reported that only a small share of online conversations named Novig, suggesting limited brand recall.
- The dispute has broadened into a debate about sexualization, athlete representation and marketing strategy, with potential reputational costs for Novig and ongoing scrutiny of how celebrity-driven attention translates into lasting value for sponsors and impact on women’s sport.