Sydney Sweeney fires back at trolls after facing criticism online for provocative sports ad
Sydney Sweeney Stands Behind Provocative Sports Ad Campaign After Drawing Online Backlash
Sydney Sweeney is doubling down after a bold advertising campaign for a new sports trading platform sparked an outpouring of criticism across social media.
The 29-year-old actress, widely known for her work on HBO's "Euphoria" and the film "The Housemaid," helped launch the sports trading app Novig earlier this week with a nearly nude promotional video. In the clip, Sweeney emphasized that the campaign was, in her words, "just sports."
The reaction was swift and sharply divided. While some online praised the initiative as a bold move in advertising, others accused Sweeney of sexualizing a field that remains predominantly male. Critics argued that the campaign reduced female athletes to their physical appearances at a time when women in sports are fighting for greater recognition on their own terms.
"As a former athlete and a woman who has personally experienced sexualized comments, I'm genuinely disgusted and deeply disappointed by this campaign," one social media user wrote. "We've spent years fighting to be seen and respected for our talent, strength, and achievements—not reduced to our bodies."
Others were more supportive. One user called it "the greatest ad in sports and sports betting history," while another questioned the intensity of the backlash: "How do we cancel this?"
Sweeney responded to the controversy Sunday by posting a carousel of images on Instagram featuring herself smiling while holding footballs over her upper body, alongside a collection of ESPN magazine covers showcasing nude athletes. Among the covers were portraits of prominent female athletes including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki. The post was captioned simply, "It's gamedayyyy."
In an official statement provided to Variety, Sweeney addressed the intent behind the campaign directly. "The campaign was about embracing a fun idea," she said. "The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge."
Her representatives did not immediately respond to requests for further comment.
The backlash around the Novig campaign is not the first time Sweeney has found herself at the center of a heated online debate. Her role in "Euphoria" has long drawn scrutiny for its explicit content, and she has also faced criticism for provocative lingerie campaigns tied to her intimates brand, Syrn.
In 2025, her collaboration with American Eagle for a fall clothing campaign generated its own firestorm. A promotional video showed Sweeney walking toward a billboard bearing her image with the tagline "Sydney Sweeney Has Great Genes." She crossed out "Genes" and replaced it with "Jeans" before walking away. Some viewers took issue with the original phrase, noting that the term "great genes" has historically been used in ways that celebrate whiteness, thinness, and conventional attractiveness. Critics labeled the campaign tone-deaf, with some drawing comparisons to propaganda. Defenders, however, argued the ad was harmless fun. "It doesn't hurt ANYONE. That's the point. It's literally an advertisement for jeans. Not for nazism," one person wrote.
Sweeney's willingness to court controversy has become a defining feature of her public persona, and the Novig campaign continues a pattern of using provocation as a tool to generate conversation — for better or worse.