Overview
- Novig released the minute‑long “Just Sports” spot that stars Sydney Sweeney largely nude and covered with sports equipment as its national campaign, a creative Sweeney helped shape and for which she is an equity partner.
- The ad went viral and drew sustained criticism from current and former female athletes who posted videos and statements saying the imagery sexualizes women and undermines athletic achievement.
- Sweeney and Novig defended the creative as playful marketing that “puts the focus entirely on sports,” and Sweeney posted images from ESPN’s Body Issue on Instagram Stories in response to critics.
- Consumer testing reported by Zappi found a strong gender split with 73.4% of men saying the ad made them more likely to choose Novig versus 42.0% of women, suggesting the work may boost male interest while alienating many female users.
- Reporting warns of possible reputational and commercial risk to Novig and its partners if backlash continues, and observers say the next signs to watch are any sponsor exits, official partner statements, or shifts in Novig’s marketing strategy.