Sydney Sweeney has appeared to answer criticism surrounding her latest sports betting advertisement without directly addressing the backlash itself.
The actress used Instagram Stories on Sunday to repost images of prominent athletes who have previously appeared nude or in revealing magazine shoots.
Her posts came as her controversial campaign for sports prediction platform Novig continued to generate debate online.
Sweeney also shared another clip from the Novig commercial, which was originally released last Wednesday, along with promotional images from the campaign.
Sports Stars Become Part of Her Rebuttal
Rather than responding individually to critics, Sweeney highlighted a long list of athletes who have embraced nude or near-nude photography.
Her selection included tennis champion Serena Williams, former UFC star Ronda Rousey, basketball legend Sue Bird, soccer icon Megan Rapinoe and former tennis player Caroline Wozniacki.
She also broadened the comparison by featuring male athletes who have posed with little clothing for sports-related publications and campaigns.
NFL stars Myles Garrett, Rob Gronkowski and Jason Kelce, along with NBA player Karl-Anthony Towns, were among the men featured in her collection.
The posts appeared to underline Sweeney’s apparent view that nudity and athleticism have previously been used together in sports culture, although she did not explicitly explain the point behind the images.
Critics Question the Message Behind the Advertisement
The social media posts came as some viewers continued to criticize Sweeney’s decision to appear completely naked in the Novig campaign.
One commenter, identifying themselves as a former athlete, said they were disappointed by the advertisement and argued that women in sports have spent years seeking recognition for their abilities rather than their bodies.
Another critic suggested that the campaign deliberately relied on controversy and questioned why Sweeney could not have promoted the company while fully clothed.
A third commenter accused the campaign of turning sports into another opportunity for sexualization, arguing that Sweeney’s body had become a central selling point.
Sweeney has not publicly responded directly to those individual comments.
Sweeney’s Unusual Novig Campaign
The controversy stems from a deliberately provocative commercial in which Sweeney appears nude while using sports equipment to cover herself.
The actress, who became widely known for her role in Euphoria, delivers the advertisement’s message while moving through a series of sports-themed scenes.
At one point, she sits on a basketball hoop while using equipment to preserve her modesty.
In another scene, she wears shoulder pads with a football positioned strategically in front of her.
The central pitch is that Novig focuses exclusively on sports prediction markets, unlike platforms that allow predictions on subjects outside sports.
“Think you know sports? Prove it. Novig is just sports,” Sweeney says in the commercial.
The advertisement then emphasizes that users can make predictions on sports without markets involving subjects such as wars, deaths or politics.
Why Sweeney Chose to Go Nude
Novig founder and CEO Jacob Fortinsky has said the decision to make the campaign provocative was actually Sweeney’s idea.
According to Fortinsky, Sweeney was attracted to Novig partly because of its exclusive focus on sports.
He recalled her expressing discomfort with other prediction platforms that allow markets on subjects she considered unrelated to sport.
Fortinsky said Sweeney viewed sports as having a certain simplicity and cleanliness compared with prediction markets covering broader subjects.
The actress also has an equity stake in Novig, giving her a financial interest in the company and its success.
Fortinsky has described Sweeney as someone who is particularly effective at attracting attention and generating conversation, suggesting that placing her at the center of a controversial campaign was intentional.
The Actress Has Long Been Comfortable With Provocative Roles
Sweeney’s decision to appear nude in the advertisement is also consistent with her previous work.
Her role in Euphoria included numerous intimate and revealing scenes, making nudity an established part of her public image.
However, the Novig campaign represents a different setting because the imagery is being used to promote a commercial product rather than a fictional character.
That distinction appears to be part of the debate surrounding the campaign, with critics questioning whether the provocative imagery was necessary to sell a sports-focused platform.
Scooter Braun’s Growing Influence on Her Career
The Novig campaign also comes amid reports about changes in Sweeney’s professional circle and the growing influence of her boyfriend, media executive Scooter Braun.
Puck News previously reported that Braun played a role in Sweeney’s decision to sign with Hollywood agent Kevin Huvane at CAA.
According to the report, Braun arranged a dinner between Sweeney and Huvane without the involvement of her existing management team.
The meeting reportedly preceded Sweeney’s decision to work with Huvane, despite interest from competing agents.
The move marked another change in the actress’s professional representation.
Sweeney Makes Further Changes Behind the Scenes
Around the same period, Sweeney parted ways with ImPRint PR, the publicity firm that had represented her for approximately a decade.
Reports indicated that both sides were comfortable with the split, although the public relations team was said to have become frustrated with Sweeney’s willingness to reject its advice.
Puck also pointed to a previous example involving Variety’s Power of Women event, where Sweeney appeared in a sheer silver dress that drew attention to her figure despite efforts by her publicists to position her as a serious awards contender.
Braun’s precise involvement in Sweeney’s current public relations strategy, fashion choices or advertising decisions remains unclear.
