U.S. actress Sydney Sweeney is once again receiving criticism for a recent advertisement, this time from female athletes worldwide. The ad, promoting Novig, a sports-focused prediction exchange platform, was released on September 9 and quickly gained traction, amassing nearly 39 million views by Monday morning. In the ad, Sweeney is seen with sports equipment strategically placed to create the illusion of nudity, accompanied by a soundtrack.
The advertisement sparked outrage among female athletes and Olympians who felt it sexualized women in sports, undermining their progress. This backlash transcended borders and sports disciplines, with many athletes taking to social media platforms with the hashtag “Dear Sydney Sweeney” to express their disapproval.
Canadian athletes, including members of Team Canada, joined the chorus of dissent. They shared videos showcasing their dedication and skills in various sports to counter the narrative portrayed in Sweeney’s ad. The athletes emphasized the importance of recognizing female athletes for their strength, talent, and achievements rather than objectifying them.
In response to the criticism, Sweeney and Novig defended the ad as a bold and playful campaign that highlights the platform’s sports-centric focus. However, the negative reception continued, with Australian swimmer Ariarne Titmus labeling the ad as a setback for women in sports.
This is not the first time Sweeney has faced controversy over an ad. Last year, an American Eagle advertisement featuring her was criticized for promoting certain beauty standards. Sweeney’s handling of the backlash has drawn mixed reactions, with some athletes expressing disappointment in her response.
The incident has reignited discussions on the portrayal of female athletes in media and the importance of celebrating their achievements rather than objectifying them. It underscores the ongoing challenges faced by female athletes in combatting stereotypes and biases in the sports industry.