Sydney Sweeney responds following backlash over nudity in controversial sports ad

Sydney Sweeney has appeared to respond to criticism surrounding her latest advertising campaign, after several high-profile female athletes accused the controversial ad of sexualising women in sport.

The 29-year-old Euphoria actor stars in a new campaign for sports trading platform Novig, which was released last Wednesday (9 September).

The advert sees Sweeney posing nude or nearly nude while promoting different sports including ice hockey, American football, tennis and basketball.

The campaign quickly divided viewers, with critics branding it 'inappropriate' and 'vulgar'.

Sydney Sweeney has sparked controversy following her Novig sports ad (Novig)

British track star Amy Hunt was among those to publicly call out the campaign. Speaking after a race at the inaugural World Athletics Ultimate Championship, she told viewers: "Sydney Sweeney, this is what women’s sport looks like!"

Meanwhile, Australian water polo player Matilda Kearns also criticised the campaign, writing that she 'absolutely f***ing hates' it before sharing footage of the Australian water polo team.

Female athletes called out the ad for sexualising women in sport (Novig)

Ex-Olympic runner Hannah Williams described the advert as a 'disgrace for women in sports' who are 'constantly trying to be respected in a male-dominated field', while retired Olympic swimmer Ariarne Titmus said she was 'infuriated' by the 'bulls***' marketing.

"The sexualisation of women in sport (and in life) is an ongoing issue that most (if not, all) women face," Olympic weightlifting coach Danielle Bagacay wrote. "I hope whatever Sydney Sweeney is trying to portray will be overshadowed by other women speaking/posting against the brand campaign."

The Euphoria star has seemingly responded to the backlash by sharing snaps of athletes who have previously posed nude (Novig)

Sweeney has since seemingly addressed the backlash herself.

On Sunday (13 September), the White Lotus star shared a series of Instagram Stories highlighting female athletes who have posed nude during their careers.

Among those featured were Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki. She also shared examples involving male athletes, including Myles Garrett, Rob Gronkowski, Karl-Anthony Towns and Jason Kelce.

According to Novig founder and CEO Jacob Fortinsky, the decision to feature Sweeney in the campaign was actually inspired by the actor herself.

"She said, 'I’m uncomfortable with other platforms that have markets on what colour underwear I’m going to wear. There’s something clean about sports,'" Fortinsky stated in an interview with Front Office Sports.

Sweeney, who has also joined Novig as a strategic partner and equity holder, previously described the campaign as 'about embracing a fun idea', adding: "The concept is simple: cut through the noise and put the focus entirely on sports.

"The campaign brings that idea to life with confidence, humour and a playful edge."

Tyla has reached out to Sydney Sweeney's representatives and Novig for comment.