Sydney Sweeney's Novig Ad Sparks Backlash and Follower Losses

Key points

• Sweeney lost hundreds of thousands of Instagram followers following the ad's release.
• The ad featured Sweeney in minimal clothing in sports settings like basketball and hockey.
• Female athletes, including gymnast Gracie Kramer and cyclist Maddy Nutt, criticized the ad as disrespectful and sexualizing.
• Novig CEO Jacob Fortinsky stated Sweeney was 'driving' the visuals and messaging of the campaign.
• Sweeney defended the ad by referencing nude magazine covers of athletes like Serena Williams.

Background

This controversy follows Sweeney's previous provocative American Eagle campaign in 2025, which also drew criticism for its messaging. The current backlash has sparked broader discussions about the representation of women in sports and advertising, with athletes and public figures calling for more respectful portrayals.

How outlets are covering it

The Independent reported on the significant loss of Instagram followers, highlighting the social media impact. The New York Times detailed the ad's content and Sweeney's defense, noting her previous controversial campaigns. ABC News focused on Novig CEO Jacob Fortinsky's claims that Sweeney drove the creative direction, while also reporting on athlete backlash. The BBC framed the issue within a broader context of women's sports and societal expectations, emphasizing the criticism from athletes like Keely Hodgkinson.

Why it matters

The controversy highlights ongoing tensions between celebrity endorsements and the representation of women in sports. It raises questions about the role of advertising in shaping public perceptions of female athletes and the potential consequences for brands and celebrities involved in provocative campaigns.

What to watch

The backlash may continue to impact Sweeney's public image and Novig's brand reputation. Further responses from athletes and public figures are expected, and the debate over the portrayal of women in advertising may gain more attention in the coming weeks.