An advertising campaign showing American actress Sydney Sweeney posing with sports equipment while wearing little to no clothing has drawn criticism from female athletes, who say it sexualises and disrespects women in sport. It’s not the first time an ad featuring Sweeney has sparked controversy. A 2025 American Eagle campaign drew backlash, though the American actress said she was surprised by the reaction. But with Sweeney herself involved in developing the Novig campaign, was getting people t
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An advertising campaign showing American actress Sydney Sweeney posing with sports equipment while wearing little to no clothing has drawn criticism from female athletes, who say it sexualises and disrespects women in sport. It’s not the first time an ad featuring Sweeney has sparked controversy. A 2025 American Eagle campaign drew backlash, though the American actress said she was surprised by the reaction. But with Sweeney herself involved in developing the Novig campaign, was getting people t
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Sydney Sweeney has been accused of sexualizing women’s sports by female Olympians after she posed naked in a sports book advertisement. The actress, 29, featured in a promotional video for Novig in which she used various pieces of sports equipment to cover herself up. The ad has drawn backlash from across the world of women’s sport, in particular from female Olympians. British sprinter Amy Hunt – who became the first athlete to win four gold medals at a single European Championships earlier this
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Sydney Sweeney has been accused of sexualizing women’s sports by female Olympians after she posed naked in a sports book advertisement. The actress, 29, featured in a promotional video for Novig in which she used various pieces of sports equipment to cover herself up. The ad has drawn backlash from across the world of women’s sport, in particular from female Olympians. British sprinter Amy Hunt – who became the first athlete to win four gold medals at a single European Championships earlier this
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