LOS ANGELES — Actress Sydney Sweeney has drawn swift criticism and online backlash following the release of a promotional campaign for sports-trading app Novig, in which she appears nude alongside various athletic equipment.
The campaign, titled “Just Sports,” features the Euphoria star posing bare or partially covered by props such as footballs, basketballs, hockey gear, and a pool table. In the promotional footage, Sweeney highlights the platform’s focus strictly on sports wagering and analytics.
Public Reaction and Defense
The advertisement quickly went viral across social media platforms, sparking intense debate regarding the marketing strategy and the representation of women in athletics.
- Advocacy Concerns: Numerous commentators, including former athletes and online advocates, criticized the campaign as a regressive throwback that undermines years of work by female athletes fighting to be recognized for their competitive achievements rather than their appearance.
- Project Justification: Sweeney, who serves as a strategic partner and equity holder for Novig, defended the project in subsequent interviews, describing the concept as a simple and playful approach designed to cut through industry noise and center attention on the brand.
Representatives for Novig have not issued further comment regarding the public response as the digital campaign continues to generate widespread debate.
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