U.S. actress Sydney Sweeney is once again under fire for a recent advertisement that has sparked outrage among female athletes worldwide. The ad, promoting the sports gambling platform Novig, features Sweeney posing with sports equipment strategically placed to give the illusion of nudity. The video, viewed nearly 39 million times, shows Sweeney holding various sports items in front of her body while a bass-heavy soundtrack plays in the background.
Critics, including female athletes and Olympians, have condemned the ad for its portrayal of women in sports, arguing that it sexualizes and undermines their athletic achievements. Athletes from Canada, including members of the Olympic and Paralympic teams, have responded with videos showcasing their strength, skills, and dedication to their sports.
In a social media post, Canadian sprint canoeist Sophia Jensen addressed Sweeney directly, highlighting the dedication and hard work of female athletes. Other Canadian athletes, including figure skater Madeline Schizas and high diver Molly Carlson, shared similar sentiments, emphasizing the importance of celebrating female athletes for their abilities and resilience.
The backlash extended beyond Canada, with athletes from various countries voicing their disapproval of the ad. U.S. gymnast Gracie Kramer and British sprinter Amy Hunt were among those who criticized the advertisement, emphasizing the hard work and dedication required in sports.
While Novig’s CEO praised the campaign for its focus on sports, Sweeney faced similar criticism in the past for a controversial American Eagle advertisement. The recurring backlash against Sweeney’s ads has reignited discussions about the representation of female athletes and the need to move away from sexualized portrayals in sports marketing.
Female athletes have long been subjected to objectification and unequal treatment in sports media, with studies highlighting disparities in coverage and commentary. The ongoing debate underscores the importance of promoting female athletes based on their skills and achievements rather than their appearance.