Sydney Sweeney Releases Topless Novig Ad Weeks After 40 Million Views and Backlash
Updated
Updated · Fox News · Oct 11
Sydney Sweeney Releases Topless Novig Ad Weeks After 40 Million Views and Backlash
2 articles · Updated · Fox News · Oct 11
Summary
Sydney Sweeney posted a new topless Novig commercial on Instagram on Sunday, joking that men are making spreadsheets to bet on her underwear color before insisting the platform is “just sports.”
The ad doubles down on a campaign that drew backlash weeks earlier, when female athletes and critics accused Novig of sexualizing women’s sports through Sweeney’s near-nude original spot.
Ariarne Titmus called the first ad a “kick in the face,” while Gracie Kramer and Amy Hunt said it marketed women’s sports through the male gaze and misrepresented female athletes.
Billy Bush defended the strategy as “brilliant,” saying Sweeney took equity in Novig before the campaign hit 40 million views, while Novig has described the concept as playful and confidence-driven.
The dispute extends a pattern of ad controversies around Sweeney, whose 2025 American Eagle “jeans/genes” campaign also triggered backlash before supporters rallied behind it.