Celebrities
The actress is back at the center of the conversation.
The Hollywood star headlines a campaign that combines sensuality and sport, but behind the images there is also an important business deal.instagram@sydney_sweeney
Updated
When Sydney Sweeney unveiled her campaign for Novig on September 9, criticism quickly followed. Under the slogan “Novig is Just Sports,” the actress posed nude, using various sports equipment to cover her body. The campaign reignited the debate over the sexualization of women in sports and the challenges they face in earning the recognition their talent deserves.
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Sydney Sweeney shares another video for Novig
Despite the backlash sparked by the first installment, Sweeney is continuing the collaboration. In her latest post, the actress addresses men who create spreadsheets to bet on the color of her underwear. “There are grown men making spreadsheets to bet on what colour underwear I'm wearing. I mean, I'm flattered,” she says, before mentioning other markets involving the deaths of dictators, potential insider trading and people wagering their life savings on a war.
The message ends by drawing a distinction between those types of bets and sports trading, which the platform presents as its main focus: “And then, there are people who just trade on sports. Novig is just sports.”
However, the message isn't the only thing drawing attention to the ad. In the footage, Sweeney appears in white underwear with no top, her chest strategically covered by her hair and the camera angles. At the end, she holds two footballs in front of her body, keeping sensuality at the center of the campaign.