Women in sport ad sparks backlash

What's happened

The controversy over a Novig advert featuring the Euphoria star wearing minimal clothing and sports equipment has prompted a strong response from the female sporting community. Athletes and fans argue such imagery harms participation among young girls, who face rising dropout rates in sport.

What's behind the headline?

Analysis

• The marketing push is colliding with calls for role models to emphasize athletic achievement over appearance.
• The debate highlights how imagery can shape young athletes’ self-perception and participation.
• The story is likely to evolve as more athletes voice opinions and brands adjust messaging.

Forecast: Brands may recalibrate campaigns to feature athletes in action-focused, non-sexual portrayals to sustain participation and sponsorship interest.

How we got here

The campaign has drawn criticism from athletes who say it objectifies female bodies in sport. The discussion follows Hunt’s comments after recent European title success and a Budapest event, underscoring tensions between marketing and gender representation in sport.

Our analysis

BBC Business reports on Hunt’s response; Independent covers initial backlash and Hunt’s public remarks; Independent again documents ongoing debate. Direct quotes include Hunt: "This is what women in sport look like" and emphasis on sport not being about appearance.

Go deeper

• Will brands adjust future campaigns to feature more diverse, performance-focused imagery?
• How will athletes’ voices influence advertising standards going forward?
• What steps can federations take to protect young athletes from biased marketing?

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