Overview
- Novig released a national ad on Sept. 9 that stars Sydney Sweeney, who is also a strategic partner and equity holder, appearing nude or mostly nude while using sports equipment to cover her body and saying the site is “just sports.”
- The spot went viral and generated heavy criticism online, with viewers calling the imagery inappropriate and many saying it sexualizes women in sports.
- Several female athletes and sports promotions staff posted counter images and comments highlighting athletic achievement and criticizing the ad’s portrayal of women.
- Sweeney and Novig defended the work as playful marketing focused on sports, and Sweeney amplified the campaign on Sept. 13 by sharing campaign images and past nude athlete covers on her social channels.
- The controversy revives scrutiny of Sweeney’s past brand work, magnifies questions about celebrity-led attention campaigns versus responsible advertising, and could shape how sports platforms balance adult-only user rules with mass-market promotions during football season.