Athletes and Comedians Reject Sweeney's Novig Ad as Sexualizing

Key points

• Sweeney starred in a Novig ad where she is mostly naked, using sports gear to cover her body.
• British sprinter Amy Hunt criticized the ad after finishing fourth in the 200m final in Budapest.
• Sweeney joined Novig as a strategic partner and equity holder for the new sports trading platform.
• Chloe Fineman parodied the ad using prosthetic breasts, highlighting the controversy.
• Sweeney defended the campaign as a playful attempt to focus attention on sports.

Background

This controversy follows Sweeney's previous backlash over an American Eagle ad in 2025. Our archive notes that the Novig campaign launched during football season, with Sweeney arguing that the nudity was comparable to past magazine covers of athletes like Serena Williams. Critics, however, maintained that the ad reinforced the male gaze and undermined women's athletic achievements.

How outlets are covering it

BBC Sport highlights the direct pushback from athletes like Amy Hunt, who emphasized hard work and physical effort over appearance. The Hollywood Reporter focuses on the broader online outrage, noting that Sweeney is an equity holder in Novig and that the ad drew criticism for being inappropriate for a platform with a 21+ age requirement. TV Insider notes the comedic response from Chloe Fineman, who parodied the ad to mock its sexualized nature. While Sweeney views the ad as a confident, humorous take on sports, critics argue it misrepresents women in the industry.

Why it matters

The backlash underscores ongoing debates about how women are represented in sports marketing and whether sexualized imagery undermines the recognition of female athletes' talent and hard work.

What to watch

Novig and Sweeney have not issued further public statements since the initial defense. The ad continues to circulate online, with ongoing discussions about its impact on the perception of women in sports.