Euphoria star Sydney Sweeney has ignited controversy with a series of promotional videos for the sports trading app Novig, in which she appears nude, covered only by sports paraphernalia. The ads, intended to highlight Novig's focus on sports-related trading, have drawn criticism from several prominent female athletes.
Australian professional boxer Skye Nicolson expressed her disapproval on Instagram, stating that companies should "DO BETTER." She argued that such campaigns disrespect athletes who dedicate their lives to their sports and undermine the efforts of women who have historically broken barriers. Gracie Kramer, a former UCLA gymnast and vocal critic of the campaign, contrasted Sweeney's ad with footage of her own athletic achievements. Tilly Kearns, an Olympic water polo player, also shared a reel featuring her sports career, captioned "I absolutely f**king hate Sydney Sweeney’s new sports ad."
British sprinter Amy Hunt echoed these sentiments, telling BBC crews at the Ultimate Championship in Budapest, "Sydney Sweeney, this is what women in sport look like." These statements are among many from high-profile athletes reacting to the Novig advertisements.
Sweeney has reportedly responded to the backlash on her Instagram stories, sharing images from ESPN's Body Issue, which features nude athletes. Speaking to Complex, Sweeney described the campaign as "a very simple and playful idea" and emphasized her lifelong involvement with sports, including soccer, softball, snow skiing, slalom skiing, and mixed martial arts. She noted her appreciation for sports like hockey and boxing, particularly after portraying boxer Christy Martin.
The controversy has reportedly impacted Sweeney's social media presence, with Variety noting a loss of over 200,000 Instagram followers amid the backlash, though she retains a significant following of 25.7 million.
This is not the first time an advertisement featuring Sweeney has generated public debate. Her 2025 campaign with American Eagle faced accusations of racism due to a play on words involving "jeans" and "genes," which the brand clarified was intended to highlight the universal appeal of good denim. In May 2025, Sweeney also drew attention for selling her bathwater in a partnership with Dr. Squatch.
Looking ahead, Sweeney is slated to appear in "The Housemaid's Secret" and a live-action Gundam movie. She has also signed on to star in a new "Sleepy Hollow" movie and is attached to a film adaptation of Sega's arcade racing game "OutRun," which is set to be directed by Michael Bay.