Novig Ad Draws Backlash for Sexualizing Women in Sports

The Cut reports that after Sydney Sweeney starred in a near‑nude Novig ad, women in sports criticized the campaign for sexualizing female athletes rather than celebrating sports. Critics—from Felicity Palmateer and Grace Kramer to Ariarne Titmus and Beatriz Hatz—argue the imagery undermines female athletes’ professionalism and could harm how young women view women in sport. Sweeney, a strategic partner and equity holder in Novig, has not publicly commented, while she posted more campaign footage. Novig and its marketing claim the ad centers on sport and simplicity, but the backlash has sparked a broader debate about representation and sex appeal in women’s sports.