Sydney Sweeney is doubling down — and the internet is not ready. The 29-year-old Euphoria star has released yet another provocative ad for the sports-prediction app Novig, just weeks after her first campaign sparked a wave of backlash. Her response to the critics? She's flattered.
The Ad That Started It All
Last month, Sweeney teamed up with Novig, a sports-prediction market and trading app, for an ad that set social media on fire. The spot showed her stripping down for the brand, and it drew sharp criticism from people who said the campaign sexualized female athletes and reduced women's connection to sports to little more than appearance.
Instead of apologizing, the actress did the exact opposite. She answered the backlash by posting even more stripped-down shots from the campaign on her own Instagram — a move that only poured fuel on the fire.
The New Ad Is Even Bolder
Now she has taken it a step further. On Sunday, Sweeney dropped a brand-new Novig ad in which she appears without a top, wearing nothing but a pair of white underwear stamped with the Novig logo.
In the spot, the Euphoria alum looks straight into the camera and pokes fun at the obsession around her: she jokes about grown men making spreadsheets to bet on what color underwear she is wearing. Then, with a smirk, she adds that she is flattered. At one point she strategically covers herself with two footballs.
She closes with a jab at the betting world and the campaign's message in one line: Novig is just sports.
Fans Are Divided — Again
The reaction online was instant. Supporters flooded the comments with praise, with one fan writing that she is about to make people furious all over again, and another admitting they love watching her drive the critics crazy. Many predicted the new ad would cause even more of an uproar than the first one.
But the debate that followed the original campaign has not gone away. Critics argued that Sweeney's stripped-down ads treat women as decoration in the sports world rather than celebrating them as fans and athletes. Her unapologetic response, they say, only makes the message louder.
Why She Is Not Backing Down
Whether you see it as empowerment or provocation, one thing is clear: Sydney Sweeney knows exactly what she is doing. The Christy star has turned controversy into a brand of its own, and every headline only keeps her name at the top of the conversation.
The Novig saga shows no signs of slowing down. If the last month is any guide, the next chapter is only going to be bolder — and the internet will be watching.
