U.S. actress Sydney Sweeney is once again under fire for a new advertisement, sparking outrage among female athletes globally. The controversial ad for Novig, a sports-focused prediction exchange, was released on Sept. 9 and quickly gained traction, amassing nearly 39 million views. In the ad, Sweeney is seen posing with sports equipment strategically covering her body, prompting accusations of sexualizing women in sports.
The advertisement drew criticism from female athletes and Olympians worldwide, who expressed concerns about the portrayal of women in sports. Many athletes took to social media with the hashtag “Dear Sydney Sweeney” to voice their disapproval and showcase the true essence of women in sports through videos and messages.
Canadian athletes, including members of Team Canada’s Olympic and Paralympic team, joined the chorus of disapproval. They highlighted the dedication, hard work, and achievements of female athletes, emphasizing the importance of celebrating their strength and talent.
Sweeney’s ad also faced backlash from athletes globally. Athletes like U.S. gymnast Gracie Kramer and British sprinter Amy Hunt shared their perspectives on what women in sports truly represent, emphasizing hard work and dedication.
Australian swimmer Ariarne Titmus criticized the ad, calling it a setback for women in sports and questioning the objectification of female athletes. Despite the controversy, Novig’s CEO Jacob Fortinsky commended the ad for focusing on sports and praised Sweeney for bringing the message to life.
This is not the first time Sweeney has been embroiled in a controversial ad campaign. Last year, she faced backlash over an American Eagle advertisement that was perceived as promoting unrealistic beauty standards. The ongoing debate underscores the importance of portraying female athletes in a respectful and empowering manner.
The backlash against Sweeney’s latest ad highlights the need for a more thoughtful and inclusive approach to representing women in sports, moving away from objectification and emphasizing their skills and achievements.