'Just sports': Female athletes aren't buying Sydney Sweeney's Novig ad

Sydney Sweeney's advertisement for the sports prediction market platform Novig sparked backlash from female athletes. The ad, featuring Sweeney in a nearly nude pose behind sports equipment, was criticized for objectifying women and undermining the recognition of women's sports achievements. Novig CEO Jacob Fortinsky claimed the ad was intended to communicate a "Just Sports" message and that Sweeney's visuals and messaging drove the campaign.

However, female athletes took to social media to express their disapproval, arguing that the ad undercuts the struggle women have faced over their uniforms and bodies in sports. Female athletes faced scrutiny for showing too much or too little skin, with officials rebuking them for their attire. The ad's use of Sweeney, who is not an athlete, highlights the oversexualization of media and the weaponization of sexuality for profit.

Despite the backlash, Novig saw a surge in downloads and brand mentions following the ad's release, demonstrating the effectiveness of the nudity in drawing audiences to the app.