Sydney Sweeney has appeared to respond to online backlash over a nude advertising campaign for sports trading app Novig, sharing images of famous female athletes who have posed nude for magazine covers in the past. The 29-year-old actress faced criticism this week after appearing in a provocative, near-naked video to launch the platform, with some accusing her of sexualising women's sport, while others praised the ad.

Over the weekend, Sweeney posted a carousel of Instagram images showing herself covering her chest with footballs, alongside ESPN magazine covers featuring nude athletes including Serena Williams, Ronda Rousey and Megan Rapinoe, captioned "It's gamedayyyy." Critics, including a self-described former athlete, called the campaign degrading to women's sport, while others defended it as playful marketing; Sweeney later issued a statement describing the campaign as embracing "confidence, humor and a playful edge." This is not her first brush with controversy, having previously faced criticism over nudity in "Euphoria" and a 2025 American Eagle campaign accused of racial undertones.