Strong Backlash Against Sydney Sweeney’s Nude Advertisement: “An Insult to All Female Athletes”

[Financial News] An advertisement for Novig, a U.S. sports prediction platform featuring actress Sydney Sweeney, has drawn fierce backlash.
In the advertisement, Sweeney appears in an extremely revealing and provocative state, nearly nude, mimicking poses from various sports while covering only parts of her body with objects such as balls, a tennis racket and a baseball bat.
According to CNN and other outlets on the 14th local time, the 42-second advertisement became a hit after being posted on Instagram and other platforms, garnering 37 million views in just four days through its provocative presentation. However, it has been criticized for reducing women’s bodies to sexual spectacle.
Ariarne Titmus, a four-time Olympic swimming gold medalist who saw the advertisement, expressed strong displeasure on social media, saying, "It is an insult not only to every woman who has devoted her life to honing her skills, but also to every woman who values the true spirit of sport—teamwork, friendship, dedication and solidarity."
Amy Hunt, a four-time European sprint champion, said in an interview immediately after the 200-meter race at the Ultimate Championship, "Women athletes are not about being pretty, glamorous or sexy." She added, "Muscle, hard work, sweat and tears are what women’s sports are really about."
U.S. gymnast Gracie Kramer launched the hashtag campaign “This is what a woman in sport looks like” on social media. Female athletes from around the world voluntarily joined by sharing training videos, medals and other evidence of their achievements.
The Australian Institute of Sport supported the movement by posting a video highlighting female athletes in various disciplines, including archery, gymnastics, boxing and softball.
As the backlash spread, Novig drew further criticism by appearing to welcome the controversy, stating, "Sweeney is exceptionally good at attracting public attention and has brought people into a conversation."



Sweeney was also embroiled in controversy last year after appearing in an American Eagle Outfitters jeans advertisement.
The advertisement used the homophones “jeans” and “genes.” Its narration said, "Genes are passed down from parents. They often determine hair color, personality and even eye color," while Sweeney said, "My jeans are blue."
The presentation’s references to genetic traits and blue eyes drew criticism for linking blonde hair and blue eyes to “superior genes,” escalating into controversy over white supremacy and eugenics. ̇
 



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