A YEAR after Sydney Sweeney’s controversial ‘good jeans’ advert, the sexy actress has sparked backlash for her latest sultry campaign.
The 29-year-old American Euphoria star has been slammed by Olympic athletes for sexualising women’s sport as she posed scantily-clad for a betting advert.
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The campaign for US sports prediction market company Novig shows Sydney naked but covered by various pieces of sporting equipment.
“Think you know sports? Prove it,” Syrn lingerie creator Sydney cooed in the commercial, hiding her naked figure behind just two footballs.
British sprinter Amy Hunt is one of the latest stars to hit back at Sydney and used her post-race interview at the World Athletics Ultimate Championship to give her views.
After finishing fourth in her 200m race, Cambridge University graduate Amy looked at the camera and said: “It was incredible to be part of such an incredible race.
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“Sydney Sweeney, this is what women’s sport looks like!”
She added: “Hard work, sweat, blood, tears. This is a beautiful evening.”
Amy was the latest in a string of female athletes who weren’t happy with the Housemaid star’s advert, along with social media users who hailed the ad as “disgusting” and “sad.”
Australian Olympian water poloist Matilda Kearns said on Instagram: “I absolutely f****** hate Sydney Sweeney‘s new sports ad.
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”Like what are we doing… so much worse than I imagined too.”
Adding a medal emoji to footage of the Aussie water polo team, she added: “Here’s some real women’s sports content.”
Meanwhile, ex-Olympic runner Hannah Williams shared a clip of sprinters, writing: “Hey Sydney Sweeney, this is women in sports btw.
“The ad is such a disgrace for women in sports btw constantly trying to be respected in a male dominated field.”
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Olympic weightlifting coach Danielle Bagacay added: “The sexualisation of women in sport (and in life) is an ongoing issue that most (if not, all) women face.”
Retired Olympic swimmer Ariarne Titmus criticised the advert too, saying she thought this type of “bulls***” marketing was a thing of the past.
The four-time Olympic gold medallist told followers: “I can’t describe how infuriated I feel when I watch this.
“Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is — teamwork, friendship, dedication, excellence, unity … the list goes on.”
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“How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?”
World champion boxer Skye Nicolson explained that criticism over the advert was about it making a “mockery” of women in sport.
She explained: “There’s a big difference between looking ‘sexy’ because you do sport compared to use sex to sell ‘sport’
“There is nothing wrong with looking good and doing sport and there’s nothing wrong with embracing your femininity while also being a badass athlete.”
Some social media users say any anger should be aimed at Novig rather than Sydney, however the star is one of the brand’s “strategic partners and an equity holder.”
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Meanwhile, Sydney appears unphased.
On her stories she seemed to poke fun at her critics by posting photos of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki revealing skin for magazines.
She also mentioned men who have stripped off in the name of sports too, including Myles Garrett, Rob Gronkowski, Karl-Anthony Towns and Jason Kelce.
However, she hasn’t directly responded to critics who claim to be “disappointed” after catching the commercial.
This uproar follows the storm caused by American Eagle’s “Sydney Sweeney has great jeans” campaign in 2025.
In the now-deleted clip, the actress, worth around £30million, says: “Genes are passed down from parents to offspring, often determining traits like hair colour, personality, and even eye colour. My jeans are blue.”
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Just 24 hours after launching the promos, American Eagle’s stock price had surged by ten per cent, netting the clothing company $400million in just one day.
The ad got backlash from some corners of the internet.
According to TikTok user Angie, who analyses ads under the handle @vital_media_marketing, the underlying message of the campaign is inherently problematic as it postures a white woman with blue eyes and blonde hair as being the epitome of “good genes” (or jeans).
Another TikTok user likened the focus on genetics to “1930s Germany”.
Despite the vocal complaints, the proof is in the pudding and, as far as American Eagle is concerned, a ten per cent spike in stock is worth a bit of outrage and protest.
A few months after the ad’s release, the actress admitted her silence on the controversy had only “widened the divide”.
She said: “I was honestly surprised by the reaction. I’m against hate and divisiveness.”
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Sydney also stole the show this month in a see-through sequin dress as she arrived at a glitzy Armani party in Venice with her boyfriend Scooter Braun.
The pair started dating back in September 2025 and a few months ago decided to go public with their relationship.