Sydney Sweeney, 29, appeared to address backlash over her new nude commercial for sports prediction app Novig by sharing a series of Instagram Stories on Sunday featuring other celebrities who have posed nude.
The former Euphoria actress posted clips of her commercial and promotional photos that show her without clothing, alongside images of athletes such as Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki in nude or nearly-nude magazine spreads. She also included photos of male athletes Myles Garrett, Rob Gronkowski, Karl-Anthony Towns, and Jason Kelce who have also posed nude.
Some social media users had expressed disapproval of Sweeney's ad. One Instagram user commented, "As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and disappointed by this campaign. We’ve spent years fighting to be seen and respected for our talent, strength and achievements, not reduced to our bodies…"
Another comment read, "It’s too bad she couldn’t do an ad like this with her clothes on. It’s meant to be controversial just like Brooke Shields years ago. That’s what sells. unfortunately." A third user added, "This is sad at this point. Can’t sell or be a normal girl if she doesn’t use her body as a tool. Sexualizing sports like this is crazy."
Sweeney has an equity stake in Novig. According to Novig founder and CEO Jacob Fortinsky, Sweeney chose to appear nude in the campaign because she was uncomfortable with other platforms that feature markets on trivial topics. Fortinsky recalled Sweeney saying, "I'm uncomfortable with other platforms that have markets on what color underwear I’m going to wear."
In the commercial, Sweeney uses sports equipment to cover herself while promoting Novig as a platform for sports predictions only. "Think you know sports? Prove it. Novig is just sports," she says in the ad. "No betting on wars or deaths and no politics. Just you, your takes, and sports."
The commercial's release and Sweeney's response come amid reports that her boyfriend, Scooter Braun, has influenced her career decisions, including her recent signing with CAA and a split from her public relations team.