Graciela Ryan, contributor

Earlier this month, “Euphoria” actress Sydney Sweeney came under fire for her nude photoshoot for the sports betting company Novig. The ad features her posing provocatively with various sports equipment whilst promoting the betting aspects of Novig. Critics of the advertisement claim that the sexual portrayal of women in sports diminishes the hard work that is required for competitive sports, while others believe that it’s nothing more than an attention-grabbing ad for a 21-plus site. Jacob Fortinsky, the CEO of Novig, claimed that their goal was never to portray women in sports and only sought to create effective visuals and messaging, according to Sporting News. Regardless of intent, the ad had an explosive impact.

“I believe that it was used more as a marketing tool to catch the attention of men that use the app who already sexualize women rather than it being intentionally degrading […] However, that’s still how it comes across,” states Teagan Walter, right side player for the Augsburg volleyball team. 

Female athletes especially have rallied around this cause and have taken the opportunity to show the dedication they bring to their sports, proving that it’s more than just appearances that define them. Athletes and companies such as gymnast Gracie Kramer, boxer Skye Nicholson, runner Mary McCarthy, and The Australian Institute of Sports were just a few of the many who came forward to condemn the advertisement. Women’s struggle for recognition in sports is a long one and an ad that sexualizes their bodies and lifestyle is taken as a major setback for all the advocacy that’s been done in the past few decades.  

“I think it sets back women in sports a bit […] It’s advocating [for] sports as something that’s sexual when actually everyone works hard to get where they are,” says Lilly Wold, forward on the Augsburg women’s hockey team. 

According to NBC, rather than making a direct statement, Sweeney took to social media to post various female athletes such as Serena Williams and Megan Rapinoe who also posed nude for magazines in a way to suggest that she is not the only woman who has done this. Sweeney herself is no stranger to controversy; just last year she had an American Eagle ad that had alarming statements regarding “good jeans,” that has often been attributed to a play on words for “good genes,” which critics likened to white supremacist talking points. It’s also worth noting that Sweeney has the backing of many right-wing figures who endorse her appearances in these contentious ads. President Donald Trump himself publicly praised her on Truth Social following the backlash she garnered from the American Eagle ad.

Despite the negativity, the Sydney Sweeney Novig ad has given an opportunity for women and girls everywhere to show the world what women’s sports really looks like: tireless work, dedication and perseverance.