Sydney Sweeney fires back at critics with another nude Novig ad

Sydney Sweeney is facing another wave of controversy after returning with a second revealing advertisement for sports prediction platform Novig, following the backlash surrounding her previous campaign.

The Euphoria actress shared the new commercial on Instagram on October 11, 2026, wearing white Novig-branded underwear and holding two American footballs against her chest. She jokes about people betting on her underwear color before criticizing controversial prediction markets.

“There are grown men making spreadsheets to bet on what color underwear I’m wearing,” Sweeney says. “I mean, I’m flattered.”

The advertisement ends with the message, “No BS. Just sports.” However, the revealing imagery has reignited debate about sexualized advertising and whether celebrities rely too heavily on their appearance to promote products.

Sydney Sweeney Faces More Backlash Over Nude Advertising

The new commercial follows the first installment of Novig’s “Just Sports” campaign, released in September. Sweeney appeared nearly naked while posing with equipment associated with tennis, basketball, baseball, hockey and other sports.

One controversial scene showed her topless on a basketball hoop. Another featured her posing on a pool table before saying, “You can’t trade this, I just look good here.”

The campaign divided viewers. Some praised Sydney Sweeney’s confidence and the advertisement’s humor, while others questioned why a sports trading platform had chosen revealing imagery instead of focusing on athletes and their achievements.

The backlash spread across social media, including Instagram, where users debated whether the campaign was entertaining or unnecessarily sexualized.

Several prominent female athletes also criticized the advertisement, bringing attention to concerns about how women are represented in sports-related marketing.

According to ABC News, Olympic swimming champion Ariarne Titmus questioned the campaign’s approach, arguing that sexualizing women’s sport undermines the dedication of female athletes.

British sprinter Amy Hunt also addressed Sydney Sweeney following her performance at the Ultimate Championship in Budapest, telling the actress, “Sydney Sweeney, this is what women in sport look like.”

Gymnast Gracie Kramer and Olympic cyclist Sophie Capewell were among other athletes who questioned the campaign’s message.

Is Sydney Sweeney Taking Nudity Too Far?

The controversy has raised a broader question about revealing advertising, particularly when celebrities use their physical appearance to promote products.

Critics argue that the campaign uses sexualized imagery to advertise a sports-focused platform, even as female athletes continue challenging stereotypes and demanding recognition for their performance rather than their looks.

Younger audiences have also become part of the discussion. Some viewers worry that revealing advertisements can appear in social media feeds accessible to children, raising questions about whether brands should consider who might encounter their content online.

However, Sydney Sweeney is not completely nude in the latest commercial. She wears branded underwear and covers her chest with footballs. The imagery is provocative, but describing it as full nudity would be inaccurate.

Supporters argue that Sydney Sweeney is an adult who can choose how she presents herself. They also suggest that revealing fashion does not automatically make an advertisement harmful.

Others believe the campaign deliberately uses controversy to generate attention. The disagreement reflects a larger debate about celebrity marketing, personal freedom and the responsibility of brands whose advertisements circulate widely online.

Sweeney Responds as Instagram Debate Intensifies

Following the first campaign’s backlash, Sweeney shared photographs of athletes who had posed nude for ESPN’s Body Issue on her Instagram Stories. The images included Serena Williams, Ronda Rousey, Sue Bird and Megan Rapinoe.

Many interpreted the posts as a response to the criticism, although Sweeney did not explicitly explain her intention.

Her first Novig campaign also coincided with reports of changes in her Instagram following. The Independent reported that she lost more than 200,000 followers over two days, citing figures from social media analytics company Social Blade. The reported decline represented less than one percent of her total following.

The second commercial has now reignited the debate, with some fans supporting her confidence and others questioning her advertising choices.

Why Novig Is Standing Behind the Campaign

Sydney Sweeney’s relationship with Novig goes beyond a traditional celebrity endorsement. She is an equity partner and strategic collaborator, giving her a financial interest in the platform.

Novig has presented the campaign as a playful way to distinguish its sports-focused platform from prediction markets covering other subjects.

The latest advertisement references controversial wagers involving dictators, market manipulation and people risking retirement savings on wars. These examples contrast those markets with Novig’s sports-focused offering.

Nevertheless, the revealing imagery continues competing with the campaign’s intended message.