Cinema VinesSydney Sweeney, the young actress best known for her role in HBO’s Euphoria, has sparked a fresh wave of criticism after appearing in a promotional video for the sports‑trading app Novig. The clip, which was released on social media in early 2024, shows the star posing in a series of poses that many viewers described as overtly sexualised, using various pieces of sports equipment—footballs, basketballs, hockey pads and tennis racquets—to cover her body.
The ad quickly went viral, with a flurry of negative comments flooding platforms such as Instagram and X. One user, a former athlete who has faced sexualised remarks in her own career, wrote, “As a former athlete and a woman who has personally experienced sexualised comments, I’m genuinely disgusted and deeply disappointed by this campaign. We’ve spent years fighting to be seen and respected for our talent, strength, and achievements—not reduced to our bodies.” Another commenter lamented, “This is sad at this point. Can’t sell or be a normal girl if she doesn’t use her body as a tool. Sexualizing sports like this is crazy.”
Other voices in the sports community echoed these concerns, pointing out that the ad undermines the progress women in sports have made in gaining recognition for their skills rather than their appearance. One critic on X added, “While women in sports are fighting to be seen for their talent and not to be sexualised this clearly undoes all the efforts.” A different user warned, “We need to stop normalizing this. It’s not healthy for kids to see that as aspirational.”
Sweeney’s involvement in the campaign comes after her previous controversial appearance in an American Eagle denim advertisement that also drew criticism for its sexual content. The actor’s most recent on‑screen work includes the third season of Euphoria, where she reprises her role as Cassie, as well as the sports drama Christy and the thriller The Housemaid. Despite the backlash, the ad has continued to circulate, prompting a broader conversation about the portrayal of women in sports marketing.
Industry observers note that the controversy highlights a growing tension between commercial interests and the evolving standards of representation in the entertainment and sports sectors. While Novig has not yet issued a statement, the backlash underscores the importance of aligning advertising content with the values of inclusivity and respect that are increasingly demanded by audiences worldwide.
