Female athletes have criticized Sydney Sweeney for her provocative nude ad for Novig, claiming it contributes to the sexualization of women in sports.
In the ad, Sweeney appears nude while using sports equipment to cover herself, prompting backlash on social media from several athletes who condemned her portrayal.
Australian surfer Felicity Palmateer expressed in an interview with CNN that Sweeney’s campaign negatively impacts female athletes by being “very damaging.”
British athlete Lucy Davis commented, “I don’t know what Sydney Sweeney was doing, but it’s 2026. Stop sexualizing women in sport.”
Davis went on to emphasize, “We didn’t come this far to only come this far.” She added a video showcasing her athletic skills, suggesting that instead of focusing on how girls’ bodies should appear, emphasis should be on what their bodies can accomplish.
Australian swimmer Lani Pallister shared a video alongside a statement, “Don’t know what Sydney Sweeney thinks sport looks like, but THIS is what sport looks like.” Her post received over a million likes, including a nod from American diver Kassidy Cook.
World champion boxer Skye Nicolson chimed in, saying Sweeney’s ad makes a “mockery” of women in sports. She pointed out the stark difference between looking attractive through sport versus using sex to market sports.
Ariarne Titmus, a former Australian swimming champion and four-time Olympic gold medalist, expressed her frustration on Instagram, saying, “I can’t describe how infuriated I feel when I watch this.” She added that it undermines every woman who has committed to honing her skills and those who appreciate sports for the camaraderie, commitment, and excellence it represents.
Water polo Olympic silver medalist Tilly Kearns was particularly candid, stating, “I absolutely f**king hate Sydney Sweeney’s new sports ad.”
