“A kick in the face to every woman”: Sydney Sweeney torn apart for racy sports ad

(Image credit: Novig) Copy link Facebook X Whatsapp Pinterest Flipboard Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Actress Sydney Sweeney is no stranger to a slice of controversy. It was only last year…

(Image credit: Novig) Copy link Facebook X Whatsapp Pinterest Flipboard Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Actress Sydney Sweeney is no stranger to a slice of controversy. It was only last year that her controversial American Eagle jeans ad went viral for all the wrong reasons, cementing her as one of Hollywood's most divisive figures.But it seems Sweeney isn't letting it hold her back, after starring in a new campaign for US sports prediction market company Novig. With the fresh controversy causing backlash online, even catching the attention of Olympic athletes, it's clear that the new ad has only added fuel to the fire.A post shared by Sydney Sweeney (@sydney_sweeney)A photo posted by on The ad in question features Sweeney 'performing' (and I use that term lightly) various sports in several states of undress, under the guise that it's "just sport". With an overtly sexual tone to the ad, there's no denying that Novig is taking a 'sex sells' approach to branding – one that many believed was a thing of the past.Latest Videos FromCreative BloqWatch full video here: The comments were ablaze with criticism from women who felt the ad was sexist, setting us back to the Y2K era of sexualised branding. "Thank you for undoing everything women try to build in sports," one Instagram commenter sarcastically wrote. "As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and deeply disappointed by this campaign. We’ve spent years fighting to be seen and respected for our talent, strength, and achievements-not reduced to our bodies…" another added.A post shared by Sydney Sweeney (@sydney_sweeney)A photo posted by on It wasn't long before female athletes began speaking out against the ad, with Olympic swimmer Ariarne Titmus saying, "Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every women who enjoys sports for what it really is – teamwork, friendship, dedication, excellent, unity … How do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing?”In a post-race interview, Team GB runner Amy Hunt took a shot at Sweeney, gesturing to the arena behind her, claiming, "Sydney Sweeney, this is what women in sport look like." (Image credit: American Eagle)Sweeney later responded to the backlash by posting images of female athletes like Serena Williams, Ronda Rousey, and Megan Rapinoe in stripped-down shoots. While the Instagram stories may have been an attempt to quell the backlash, they only highlighted the glaring issue with Sweeney's ad.Get the Creative Bloq NewsletterSign up to Creative Bloq's daily newsletter, which brings you the latest news and inspiration from the worlds of art, design and technology.There's a stark difference between a female athlete stripping down in the name of empowerment and an actress masquerading as a sportswoman for male gaze ragebait. Given Sweeney's controversial history with American Eagle, I have strong suspicions that Novig knew it could stir up some controversy with her behind the campaign. (Image credit: Getty Images)It might not be a graceful way to attract attention, but rage-bait marketing is certainly effective (albeit short-lived). Like we've seen with endless controversial billboards and divisive rebrands, getting the internet riled up will work for a time, but brands built on rage rarely stand the test of time. Natalie Fear Staff Writer Natalie Fear is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s 5 Questions series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot).  View More You must confirm your public display name before commenting Please logout and then login again, you will then be prompted to enter your display name. Logout LATEST ARTICLES 1 “A kick in the face to every woman”: Sydney Sweeney torn apart for racy sports ad 2 The best Mac for content creators: These are our 4 tried and tested options for you 3 Toaplan Arcade Garage: Flying Fire Shark (Switch) review – a shot of near perfect '80s arcade joy 4 How to make things move in a 3D scene 5 The huge Nintendo Switch 'tariff refund sale' has begun, and there's 30% off iconic games

Source: Creative Bloq AI Art — Published September 14, 2026 at 15:06 UTC — Category: Image AI