Sydney Sweeney's latest ad campaign has landed very differently with some of the women who have spent their lives competing in sports.
Four-time Olympic gold medalist Ariarne ***** mus is among a growing group of athletes criticizing Sweeney's new "Just Sports" campaign for Novig, a sports prediction market. The campaign shows Sweeney nude or minimally dressed while footballs, basketballs, hockey equipment and other sports gear strategically cover her body.
Athletes including former UCLA gymnast Gracie Kramer, Olympic swimmer Lani Pallister, British sprinter Amy Hunt and water polo Olympian Tilly Kearns have responded by putting competition, training and athletic achievement back at the center of their own posts.
Sweeney is more closely tied to the campaign than a typical celebrity spokesperson. Novig announced that she joined the company as a strategic partner and equity holder, while Sweeney said she had participated in the creative process from the beginning.
The four-time Olympic champion, who retired from competitive swimming in 2025, wrote on Instagram that she had believed this kind of marketing belonged in the past.
#four
Four-time Olympic gold medalist Ariarne ***** mus is among a growing group of athletes criticizing Sweeney's new "Just Sports" campaign for Novig, a sports prediction market. The campaign shows Sweeney nude or minimally dressed while footballs, basketballs, hockey equipment and other sports gear strategically cover her body.
Athletes including former UCLA gymnast Gracie Kramer, Olympic swimmer Lani Pallister, British sprinter Amy Hunt and water polo Olympian Tilly Kearns have responded by putting competition, training and athletic achievement back at the center of their own posts.
Sweeney is more closely tied to the campaign than a typical celebrity spokesperson. Novig announced that she joined the company as a strategic partner and equity holder, while Sweeney said she had participated in the creative process from the beginning.
The four-time Olympic champion, who retired from competitive swimming in 2025, wrote on Instagram that she had believed this kind of marketing belonged in the past.
#four
2 months ago
