Novig ad sparks backlash from women in sport

What's happened

The Novig advertising campaign featuring Sydney Sweeney, showing her in minimal clothing while posing with sports gear, has prompted widespread criticism from athletes and commentators about the sexualisation of women in sport. The backlash has seen outspoken responses from figures like Amy Hunt, Ariarne Titmus and Gracie Kramer, while Sweeney defends the project and highlights other nude campaigns.

What's behind the headline?

Analysis

• The piece highlights a tension between empowerment and objectification in sports advertising. The following points emerge:
  • Athletes argue that sexualising female athletes undermines on-field achievements and sets unrealistic standards for young fans.
  • Proponents claim the campaign increases visibility for women’s sports and drives engagement with betting markets.
  • The discourse reflects broader debates about gender representation in media and the power of social platforms to shape narratives.
• The story will likely influence brands to reassess how campaigns frame female athletes, balancing attention with responsibility.
• The piece also underscores how athletes are using social media to amplify advocacy and reshape public perception of women in sport.

How we got here

The controversy centers on a Novig campaign that has circulated widely online, drawing criticism from athletes and commentators across multiple countries. The debate touches on how women in sport are portrayed in advertising and how such portrayals impact visibility and participation.

Our analysis

Axios reports on industry implications and academic perspectives; The Independent and BBC coverage present direct quotes from athletes like Amy Hunt and Ariarne Titmus; The Guardian provides a wide-ranging account of reactions and potential long-term impact on brand partnerships.

Go deeper

• Will advertisers change campaign strategies in response to this backlash?
• How will this affect young athletes’ participation in sports?
• Are there other campaigns that have successfully reframed women’s sports without sexualisation?

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