Sydney Sweeney fires up social media with heated response to criticism over her new campaign

Without a doubt, Novig wanted to make a statement this year while promoting its sportsbook . The platform could have gone with any sports ad to take advantage of the start of a new NFL season and the buzz around other sports, but it decided not to hold back and brought Sydney Sweeney into a campaign that made it clear from the very beginning that it would not exactly be subtle.

Novig knew it wanted to grab attention

The campaign is called Just Sports and has a rather particular concept: taking different sports elements and turning them into part of a production starring Sydney.

The first video was released on Wednesday, September 9 , and it quickly made it clear where Novig was going with the campaign. For about a minute, the actress appears nude while using different sports items to strategically cover her body and speak directly about sports .

And that was when the reactions started.

The campaign was a hit, but it sparked another conversation

For some viewers, the images were simply a visual treat. The production achieved what Novig seemed to be aiming for from the start: making Sydney the center of attention and turning the campaign into something impossible to ignore .

But other people, particularly women connected to the sports world, took the conversation in a very different direction.

The criticism focused on the use of a woman’s image to promote a sports-related platform. For some, the issue was not simply that Sydney appeared nude, but what it represented to put the sexualization of a woman at the center of a campaign in an industry where many women are still fighting for space and recognition for their work.

And that is when the conversation stopped being only about an actress starring in a provocative ad and became criticism of the campaign itself.

Sydney responded in her own way

On Sunday, September 13, Sydney appeared to respond to the criticism by posting a new series of photos on Instagram alongside Just Sports .

The actress appears nude in several of them, although each image uses a different sports element to create the scene. In one, she covers her breasts with footballs; in another, she poses with a tennis racket and ball, while another shows her leaning against a soccer ball .

The shoot also includes a basketball placed on her back, a football near her feet and a tennis ball resting on her legs.

And, of course, social media caught fire all over again. And while this probably was not exactly what the sportsbook wanted to spark, at the very least, it is getting people talking .