Sweeney Releases Second Novig Ad as Powerade Launches 'Never Just Sports' Rebuttal

Key points

• Sydney Sweeney posted a new Novig commercial on Sunday featuring her in white underwear, using footballs to cover her body.
• The new ad includes Sweeney joking about men betting on her underwear color, contrasting it with bets on wars, and reiterating that Novig is 'just sports.'
• The original September 9 campaign, which featured Sweeney nearly nude, drew criticism from athletes including Ariarne Titmus and Amy Hunt for sexualizing women in sports.
• Novig reported a 218% increase in first-time depositors and a 94% rise in trading volume in the 20 days surrounding the initial launch.
• Powerade launched a rebuttal campaign in Times Square with the slogan 'Never Just Sports,' arguing that women's sports involve determination and resilience, not just physical appearance.
• Sweeney, who holds equity in Novig, previously responded to backlash by sharing images of female athletes who posed nude for ESPN's Body Issue.

Background

This controversy follows Sweeney's 2025 American Eagle campaign, which faced backlash over perceived racial undertones. The current dispute centers on the intersection of celebrity branding, sports marketing, and gender representation. Sweeney's role as an equity holder in Novig has been highlighted as a key factor in the creative direction of the ads. The debate has also drawn comparisons to historical controversies involving the ESPN Body Issue, with Sweeney citing those precedents to defend her choices.

How outlets are covering it

Fox News frames the situation as Sweeney 'doubling down' on her strategy, citing Billy Bush's defense of her marketing acumen and noting that critics eventually move on, similar to past controversies. The outlet emphasizes Sweeney's agency and the commercial success of the campaign. In contrast, DesignRush highlights Powerade's strategic response, noting that the beverage brand is using its history of supporting female athletes to challenge Novig's narrative. DesignRush points out that while Novig saw significant growth, Powerade's rebuttal aims to reclaim the cultural conversation. The secondary source from TMZ was inaccessible due to a server error, providing no additional perspective. The primary source notes that some fans supported Sweeney, while athletes like Titmus and Hunt criticized the ad for undermining the professionalism of women in sports.

Why it matters

The controversy illustrates the ongoing tension between provocative celebrity marketing and the representation of women in sports. It highlights how brands like Novig and Powerade are using high-visibility advertising to shape public discourse, with measurable impacts on user acquisition and brand perception. The debate also reflects broader cultural discussions about agency, objectification, and the commercialization of female athletes' images.

What to watch

Powerade's 'Never Just Sports' campaign is expected to continue in Times Square, aiming to sustain attention beyond the initial controversy. Novig may face continued scrutiny from athletes and critics, though its reported growth suggests the campaign has achieved its commercial goals. Sweeney may release further content or respond to ongoing criticism, while the broader debate over women's representation in sports marketing is likely to persist.