Sydney Sweeney is the star of an advertising campaign for the Novig platform that has generated strong controversy on social media. The campaign features the actress with her body covered only by equipment and objects associated with various sports modalities.
The advertisement provoked a wave of criticism, particularly among female athletes, who considered the campaign offensive and stereotypical. The campaign's tagline, "This is what a woman in sport looks like," has been widely shared and commented on social media.
The controversy arises at a time when the representation of women in sport and advertising is increasingly being discussed. The female athletes who criticized the campaign argue that this type of approach reduces female athletes to an objectified image, rather than celebrating their athletic achievements.
