U.S. actress Sydney Sweeney is once again under fire for a recent ad campaign, sparking outrage among female athletes globally. The advertisement for Novig, a sports-focused prediction exchange platform, was released online and garnered significant attention. In the ad, Sweeney is portrayed holding sports equipment strategically to create the illusion of nudity, accompanied by a soundtrack.

The ad drew criticism from female athletes and Olympians who condemned it for sexualizing women in sports, leading to a wave of responses across various sports and countries. Notably, Canadian athletes, including members of the Olympic and Paralympic team, voiced their disapproval through social media posts and videos showcasing their dedication and skills in sports.

In response to the backlash, Sweeney defended the ad campaign, emphasizing the focus on sports in a press release. This is not the first time Sweeney has faced controversy over an advertisement, as she previously came under scrutiny for a different campaign. The latest ad has reignited discussions around the objectification and portrayal of female athletes in media and sports coverage.

Female athletes have historically been subjected to over-sexualization in marketing and media coverage, with a disproportionate emphasis on their appearance over their athletic abilities. Studies have shown instances of visual objectification and infantilization of female athletes in sports media, highlighting the need for more respectful and equitable representation of women in sports.