An elite Australian athlete has been subjected to a wave of online harassment after she publicly criticized a racy advertisement featuring actress Sydney Sweeney. Monique Muskens, a triathlon champion based in Sydney, shared a video on Instagram expressing her dislike for the commercial, which promotes the sports prediction market platform Novig.
In her video, Muskens stated she "hated" the ad, writing, "Hey, thanks Sydney Sweeney and Novig for sending women back about 300 years. But it's just sport, right?" Her remarks quickly drew a significant backlash from male social media users, many of whom Muskens noted do not typically engage with her content.
Muskens subsequently shared a compilation of the most aggressive comments she received. These messages included personal attacks, labeling the athlete "ugly" and a "jealous b**h," and questioning her athletic abilities. Some comments suggested that women's sports are inherently inferior to men's and that female athletes are only participating for recreation.
"This social media stuff isn't for the faint of heart," Muskens commented on her follow-up post. The athlete's supporters expressed disgust at the comments, with many highlighting the broader issue of women in sports being sexualized and devalued.
The advertising campaign featuring Sweeney has ignited controversy among several female athletes who argue that it sexualizes women in sports. The commercial shows Sweeney with minimal clothing, with body parts strategically covered by sports equipment.
Four-time Olympic swimming gold medalist Ariarne Titmus voiced her frustration, questioning why the monetization and sexualization of women's sports persist. British sprinter Amy Hunt contrasted the ad with the reality of female athleticism, stating in a post-race interview, "Sydney Sweeney, this is what women in sport look like. Muscles, hard work, sweat, blood, tears."
Former U.S. gymnast Gracie Kramer also shared her feelings of anger, noting her lifelong experience with the oversexualization of female athletes in her sport. She described being reduced to her body and fighting to be taken seriously for her athletic achievements.
This is not the first time Sweeney's brand partnerships have generated public debate. Her 2025 American Eagle campaign previously faced widespread discussion and accusations related to promoting white supremacy.