Sydney Sweeney's new sports trading ad draws backlash from female athletes

The useful part

Sydney Sweeney is putting her focus on "Just Sports" in her latest ad campaign, but female athletes are less than impressed. The actress stars in Novig's new national campaign promoting the sports trading platform ahead of football season. The campaign features Sweeney in a series of provocative shots with sports balls and pieces of athletic gear strategically covering her body.

How it works

• While Novig says the campaign is meant to highlight its singular focus on sports, some female athletes are calling attention to what they say is a different issue: how women are represented in the sports world.
• Novig launched nationwide last month and describes itself as a sports-focused predicti...
• Gymnast Gracie Kramer shared videos of herself competing alongside a message directed at the campaign.
• "Idk what Sydney Sweeney was doing but this is what a woman in sports looks like," Kramer wrote.

Details worth keeping

Novig says the provocative campaign was intentional. In a press release announcing the campaign, the company described it as a way to bring its "Just Sports" message to life with "confidence, humor and a playful edge." "The concept is simple: cut through the noise and put the focus entirely on sports," Sweeney said in the release. She also joins Novig as a strategic partner and equity holder.