Sydney Sweeney Criticized by Female Athletes as Nude Sports Trading App Ad Sparks Backlash

Sydney Sweeney, known for her role in the series Euphoria, has recently faced criticism for appearing nude in a series of promotional videos for a sports trading app called Novig. The actress, who was mostly nude in the ads, covered only by sports paraphernalia like footballs and basketballs, was seen saying, "Novig is just sports. So they wanted to show just sports."

The visuals, which emphasize Novig's mission to be a sports-focused trading app, have sparked considerable controversy. Female athletes from various backgrounds have taken to social media to express their disapproval, highlighting the disrespect shown to athletes who dedicate their lives to sports and the generations of women who have broken barriers in the field.

Boxer Skye Nicolson, Australian professional Skye Nicolson, tweeted, "Companies doing these ad campaigns should DO BETTER." Former UCLA gymnast Gracie Kramer, who was also vocal about the situation, posted footage from her gymnastics competitions, criticizing the imagery. Olympic water polo athlete Tilly Kearns posted a reel featuring her water polo meets, training sessions, and medal ceremonies, expressing her dislike for Sweeney's new sports ad.

British sprinter Amy Hunt, during the Ultimate Championship in Budapest, publicly called out the campaign, stating, "Sydney Sweeney, this is what women in sport look like." These are just a few of the many statements made by high-profile athletes in response to Sweeney's Novig ads.

Sweeney responded to the backlash on her Instagram stories, sharing covers from ESPN's Body Issue, which features nude athletes. In an interview with Complex, Sweeney defended the ad campaign, calling it a "very simple and playful idea," and shared that she has a "huge appreciation for every single fighter." Despite the controversy, her social media presence has suffered, with her account losing over 200,000 followers, though she still maintains 25.7 million followers on Instagram.

This is not the first time Sweeney's advertisement has faced backlash. Her 2025 campaign with American Eagle sparked debate over the play on words regarding "jeans" and "genes," leading to accusations of racism against both Sweeney and the clothing brand. Sweeney is set to appear in several upcoming projects, including The Housemaid's Secret, a live-action Gundam movie, and a new Sleepy Hollow film.

Additionally, she is attached to a movie adaptation of Sega's arcade racing game OutRun, with Michael Bay and herself as the stars.