Sydney Sweeney doubles down with second topless ‘Just Sports’ ad
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Sydney Sweeney has doubled down on her controversial ‘Just Sports’ ad, posting another racy clip despite attracting backlash from female athletes around the world.
Sweeney, 29, has dropped another commercial for sports trading app Novig, wearing white underwear branded with the app’s logo and strategically covering her chest with footballs.
Sweeney has released a second Novig ad despite backlash. Novig
“There are grown men making spreadsheets to bet on what colour underwear I’m wearing,” Sweeney says in the new clip. “I mean, I’m flattered?”
She then jokes about “insider trading on dictators dying” and someone betting their retirement savings on a war, before saying Novig is “just sports”.
Marketing expert Dee Madigan said the brand had realised “the cheapest media buy in the world is outrage”.
On Today, Madigan said the brand was “definitely winning” as it gained new users and raised funding thanks to the ad’s reach.
Sweeney, as an equity partner with a financial stake, would also be laughing all the way to the bank.
However, Madigan wondered if the actor was “buggering up her career long-term”.
“Whether a movie studio is going to be willing to put a lot of money behind her, I don’t know whether they will or won’t. I think there’s big risk there,” she said.
In the original ad, a mostly nude Sweeney posed with various pieces of sporting equipment.
It drew plenty of criticism from female athletes, with Australian Olympian Ariarne Titmus among those protesting its message.
“I can’t describe how infuriated I feel when I watch this,” Titmus said.
“Not only is this a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellence, unity ... the list goes on.”
Sweeney poses for her controversial Novig ad. Instagram/@sydneysweeney/Novig
Australian professional boxer Skye Nicolson posted a reel of her own achievements with the words: “Respectfully Sydney Sweeney, this is sports” over the top.
“Giving the ad campaign exactly what they wanted, but honestly these companies need to do better,” she explained.
“Stop sexualising women in #sport.”
Sweeney appeared to respond to the backlash by sharing images of athletes, including Serena Williams and Ronda Rousey, who had posed nude for ESPN Magazine’s annual Body Issue.
