U.S. actress Sydney Sweeney is once again under fire for a commercial, sparking outrage among female athletes globally. The advertisement for Novig, a sports-focused prediction exchange platform, was released online on Sept. 9 and garnered nearly 39 million views by Monday. Sweeney is seen in the ad holding sports equipment strategically in front of her apparently nude body, accompanied by bass music.
The ad features Sweeney showcasing various sports equipment in provocative poses, which led to criticism from female athletes and Olympians who expressed concerns that the ad sexualizes women in sports. This backlash was widespread, with athletes from different countries and sports sectors posting response videos on social media under the tag “Dear Sydney Sweeney.”
Canadian athletes, including members of Canada’s Olympic and Paralympic team, responded strongly to the ad. Team Canada shared a video showcasing female athletes in action, highlighting their dedication and hard work. Individual athletes like Sophia Jensen, Madeline Schizas, and Molly Carlson also posted videos emphasizing the strength and talent of women in sports, contrasting it with the portrayal in Sweeney’s ad.
The controversy extended beyond Canadian borders, with athletes worldwide voicing their opinions. Athletes like Gracie Kramer, Amy Hunt, and Ariarne Titmus shared their perspectives, criticizing the ad for its portrayal of women in sports. Novig’s CEO Jacob Fortinsky defended the campaign, praising its focus on sports, while Sweeney described it as a creative and playful concept.
This is not the first time Sweeney has faced backlash for an advertisement. Last year, an American Eagle ad she starred in was criticized for its messaging around beauty standards. Despite the controversies, Sweeney has stood by her ads in the past, attracting both support and criticism from various quarters.
The current ad by Sweeney has reignited discussions about the portrayal of female athletes in media and advertising, highlighting the ongoing challenges they face in being objectified and marginalized. The response from athletes and the public underscores the importance of portraying women in sports with respect and showcasing their athletic abilities rather than objectifying them based on appearance.