Sydney Sweeney is facing fresh criticism online after appearing in a bold new advertising campaign for a sports trading app.
The campaign shows the Euphoria actress appearing nude while using sports equipment such as footballs, basketballs, hockey pads and tennis racquets to cover herself.
The visuals quickly attracted attention on social media, but not all of it was positive. Several users, including women in sports and former athletes, criticised the campaign for what they described as the sexualisation of sports.
One user, who identified herself as a former athlete, wrote that women had spent years fighting to be recognised for their talent, strength and achievements rather than being reduced to their bodies. She described the campaign as “deeply disappointing.”
Another user sarcastically commented, “Thank you for undoing everything women try to build in sports.”
A female user also criticised the campaign, saying that sexualising sports in this way was unnecessary and questioned why women should have to use their bodies to attract attention.
The backlash continued on X, where one user argued that female athletes are still fighting to be recognised for their sporting ability rather than their appearance. Others questioned whether such campaigns send the right message to younger audiences.
Sydney, who recently made a bold appearance at the Venice Film Festival, has often generated strong reactions with her fashion choices and advertising campaigns.
While some may see the latest campaign as simply provocative marketing, others believe it crosses a line by mixing sports imagery with highly sexualised visuals.
The controversy has once again put Sydney Sweeney at the centre of an online debate over celebrity marketing, body image and the portrayal of women in sports-related advertising.