Sydney Sweeney's New Topless Ad For Novig Trolled By Powerade Using Real Female Athletes: 'Never Just Sports'

Sydney Sweeney has found herself at the centre of a heated debate over women in sport after appearing in a provocative new advertising campaign for sports prediction platform Novig. Now, Powerade has seemingly taken a swipe at the controversial commercial with a pointed message celebrating female athletes.

The actress's campaign, which features her posing with sports equipment while largely nude, has attracted criticism from athletes who argue that it sexualises women's sport rather than celebrating the women who compete professionally.

Powerade has now entered the conversation with a campaign of its own, displaying the slogan 'Never Just Sports' alongside images of real female athletes. The message offers a pointed contrast to Novig's 'Just Sports' campaign, which repeatedly uses the phrase while featuring Sweeney in revealing poses.

The timing has fuelled speculation that the sports drink brand is deliberately responding to the controversy, turning a debate about representation into an opportunity to highlight the achievements of women in sport.

Sydney Sweeney's Novig Campaign Sparks Backlash

Launched in September 2026, Novig's advertising campaign features Sweeney promoting the platform's focus on sports prediction markets.

Throughout the commercial, the Euphoria star appears with various sporting items, including basketballs, footballs and other equipment, strategically positioned to cover her body. She also poses in settings associated with different sports while repeatedly emphasising the company's focus on 'just sports'.

The campaign was designed to promote Novig's sports-focused platform, but its provocative presentation quickly became the main talking point. Female athletes were among the first to criticise the advertisement, arguing that it reinforced the idea that women's bodies attract more attention than their sporting achievements.

British sprinter Amy Hunt and Australian swimming champion Ariarne Titmus were among those who publicly challenged the campaign. Their reactions reflected broader frustration over the way female athletes are represented in advertising and popular culture. American gymnast Gracie Kramer also responded by highlighting what women in sport actually look like when they are training and competing.

Powerade Responds With 'Never Just Sports'

Powerade's new advertising campaign takes the original slogan and gives it a different meaning. Instead of centring a celebrity posing with sporting equipment, the brand features real female athletes and emphasises their achievements.

The phrase 'Never Just Sports' suggests that women's sport represents much more than entertainment or competition. It also reflects the dedication, discipline and perseverance required to compete at the highest level.

The campaign appeared on a digital billboard in New York City's Times Square, bringing the message into one of the world's most recognisable advertising locations.

Powerade's response has been widely interpreted as a deliberate counterpoint to Novig's commercial. Although the slogan does not need to mention Sweeney directly, its similarity to the original campaign makes the contrast difficult to miss. The move also reinforces Powerade's existing association with female athletes, including its support for women competing across different sporting disciplines.

Female Athletes Push Back Against Sexualisation

The controversy has reignited a longstanding discussion about the treatment of women in sport. Female athletes have frequently argued that their appearances receive disproportionate attention compared with their performances, records and professional accomplishments. While provocative advertising can generate publicity, critics question whether it reinforces stereotypes that women have spent decades challenging.

For athletes who dedicate years to training, competing and representing their countries, the distinction matters. They want their achievements to be recognised without their sporting identities being overshadowed by their appearance.

The backlash against Sweeney's campaign does not necessarily mean that every viewer interpreted the advertisement negatively. Some may see it as humorous or effective marketing. However, the response demonstrates how quickly a commercial can become part of a much larger cultural debate.

Powerade's intervention has added another dimension to the discussion, giving audiences a direct comparison between two very different approaches to representing women in sport. Ultimately, the dispute highlights the influence advertising can have on public perceptions of female athletes. Whether Novig's provocative approach or Powerade's celebration of sporting achievement resonates more strongly with audiences remains to be seen.