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An advertisement featuring actress Sydney Sweeney has sparked significant criticism from Olympic and professional athletes. The commercial for sports trading application Novig showcases Sweeney in a provocative manner, with nudity partially covered by various sports equipment. The campaign has drawn considerable pushback from the athletic community regarding its portrayal of women’s sports.
Multiple elite female athletes have voiced their disapproval on social media platforms. Australian swimming legend Ariarne Titmus, a four-time Olympic gold medalist, expressed her frustration, stating the advertisement undermines the dedication and values that define athletic competition. British sprinter Amy Hunt and gymnast Gracie Kramer countered the campaign by posting their own athletic accomplishments, emphasizing the physical rigor and discipline required in professional sports. Water polo Olympian Tilly Kearns and other competitors have similarly condemned the commercial for sexualizing women’s athletics.
In response, Sweeney defended the campaign through a statement on Novig’s website, characterizing it as a lighthearted effort designed to draw attention to sports themselves. She further referenced ESPN’s Body Issue, which has featured unclothed professional athletes, as context for her decision to participate. This marks another controversial advertisement for Sweeney, following last year’s American Eagle campaign that generated widespread criticism.
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Originally reported by Variety →
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