This wouldn’t be the first time Sydney Sweeney has faced public scrutiny over her appearance. The actress is currently facing backlash over her latest advertisement with Novig, a sports trading platform, ahead of football season. The campaign features Sweeney in a series of provocative images, with sports balls and athletic equipment strategically covering her body. Rather than directly responding to the criticism, Sweeney appeared to address the conversation through a series of cryptic Instagram stories. She shared photos of celebrities, including athletes Serena Williams, Ronda Rousey, Sue Bird, and Megan Rapinoe, all of whom have posed nude for advertising campaigns in the past, seemingly suggesting that she is far from the first public figure to use nudity in a sports-themed promotion. The controversy has also resurfaced a 2021 Instagram live video, in which Sweeney became emotional while discussing online criticism. The actress was responding to a viral tweet that mocked her appearance, calling her a “Muppet” and “ugly.” “I think it’s really important for people to see how words actually affect people,” Sweeney said at the time through tears. “I know everyone says, ‘You can’t read things,’ and ‘you shouldn’t read things,’ but like, I’m a f—— person! I’m just sitting here with my dog Tink watching HGTV wearing my Snuggie,” she said. She concluded the video with a plea for kindness online. “People need to be nicer on social media,” she said. “Because this is really f—– up.” According to Sweeney, the racy “just sports” Novig ad was not a coincidence. “The campaign was about embracing a fun idea,” said Sweeney in a press release. “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.” Many female athletes did not view the campaign as “fun.” Gymnast Gracie Kramer, water polo player Tilly Kearns, runner Mary McCarthy, track and field athlete Bree Masters and runner Lucy Davis were among the many professional athletes who criticized the ad on social media. Sweeney and Novig did not respond to NBC News’ requests for comment. The campaign is not the first time one of Sweeney’s advertisements has generated controversy. In 2025, the actress appeared in an American Eagle campaign built around the slogan, “Sydney Sweeney has great jeans,” a play on the words “jeans” and “genes.” The campaign sparked debate online, with some critics alleging the messaging promoted eugenics and white supremacist ideals. Looking back on the backlash months later, Sweeney said she was surprised by the reaction. “I did a jean ad. I mean, the reaction definitely was a surprise, but I love jeans. All I wear are jeans. I’m literally in jeans and a T-shirt every day of my life,” she told GQ in November 2025. For now, Sweeney appears to be letting the Novig campaign speak for itself, even as debate over its message continues to grow. ...read more read less