‘Euphoria’ Star Sydney Sweeney Doubles Down on Her Novig Campaign With Topless New Ad After Backlash
Few stars have turned controversy into a business model quite like Sydney Sweeney. Every time critics pile on, she seems to come back louder, and her latest advertising move proves she has no intention of toning anything down. The conversation around her ads has become as much a part of the campaign as the footage itself.
The pattern goes back to 2025, when her American Eagle “Sydney Sweeney Has Great Jeans” campaign stirred a storm over its wordplay on “genes.” Despite the criticism, the Associated Press reported that the brand recorded record-breaking new customer acquisition and brand awareness. That result showed how much attention a polarizing Sweeney campaign can generate.
Now she’s following the same playbook again. On Sunday, October 11, the ‘Euphoria’ star posted a new commercial for Novig on Instagram, just weeks after backlash over the company’s first campaign with her. In the roughly 30-second spot, she walks through a studio wearing white Novig-branded underwear and covers her chest with two footballs.
The new video plays like a direct response to her critics. Sweeney jokes about the public’s fascination with what she’s wearing, shrugs it off with a playful line about being flattered, and closes on the brand’s tagline, “Novig is just sports.” She shared the clip with her 25.8 million Instagram followers.
The tone is tongue-in-cheek, and it leans into the attention instead of dodging it. Rather than apologizing, the ad treats the controversy as part of the joke. For a brand that wants to be noticed, it’s a bold way to answer the backlash.
The first “Just Sports” campaign launched on September 9 as Novig’s first national campaign. In it, Sweeney appeared nude and used footballs, a basketball net and protective gear to cover herself. Novig described the approach as bringing the “Just Sports” message to life with confidence, humor and a playful edge.
Many viewers didn’t see it that way. Female athletes pushed back, including Olympic 100-meter semifinalist Bree Masters, who shared images of herself and argued that this was what women in sports really look like. Some social media users called the ad “inappropriate” and said it hurts how women in sports are taken seriously.
The fallout had a visible cost. Sweeney reportedly lost more than 200,000 Instagram followers amid the backlash, and she did not issue a public apology. She is also a strategic partner and equity holder in the company, which means the ads aren’t just a paid gig.
The new ad has divided people in familiar ways. Some fans applauded Sweeney for doubling down, and one commenter said they couldn’t wait for the fallout. Critics argue the campaign sexualizes female athletes and suggests that a woman’s place in sports revolves around her appearance.
Novig’s co-founder, Jacob Fortinsky, has said the company has nothing to apologize for and is proud of the work. Sweeney has also said she was happy to embrace a fun idea and be playful. Their message is consistent: the provocation is intentional.
The approach fits Sweeney’s wider brand strategy. She has also promoted her lingerie line, Syrn, with playful, revealing videos. One expert described her latest sports ad as reinforcing the image she has already built, even in the face of backlash.
Whether the attention helps Novig in the long run is still an open question. The risk is that audiences argue about the ad rather than the company behind it. But with the second spot already generating headlines, the campaign has clearly done its first job: getting people talking.
Did Sydney Sweeney Get It Right by Doubling Down on the Novig Ad?
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