Amy Hunt, the British sprinter who holds two European titles in the individual sprint events, responded sharply to the latest advertising campaign featuring American actress Sydney Sweeney. Hunt’s reply was direct and pointed: she reminded Sweeney that "this is what women in sport look like," underscoring the stark contrast between the actress’s portrayal and the reality of elite female athletes.
The advertisement in question was produced for Novig, a U.S.-based betting firm, and stars Sweeney, best known for her role in the hit series "Euphoria." In the spot, Sweeney appears in a highly stylized setting, draped in minimal clothing and surrounded by sports equipment, a visual choice that has sparked a wave of criticism from women athletes and advocates worldwide. The commercial has been described by many as an attempt to sexualize sport, using the actress’s fame and physical appeal to attract attention rather than celebrating genuine athletic achievement. Hunt’s criticism came on the heels of her own performance at the inaugural World Athletics Ultimate Championship in Budapest, where she placed fourth in the 200‑meter final. While she fell short of the podium, her reaction to the ad was anything but muted.
Speaking to the BBC, Hunt delivered a concise yet powerful statement: "Sydney Sweeney, this is what women in sport look like. 21.4 seconds – the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." By naming the winning time and the athlete who earned it, Hunt highlighted the tangible metrics of performance that define sport, contrasting them with the superficial imagery used in the commercial. She continued, noting that the ad’s depiction does not reflect the everyday experience of female athletes.
"Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad, you know, and when you're a woman in sport, it's not pretty. It's not glamorous. It's not sexy all the time, definitely.
There's some low moments. Even turning up to this championship, my period started yesterday, so that's not really ideal, and that's not ever what you try to really plan for." Hunt’s candid admission about her menstrual cycle arriving during competition serves as a reminder that athletes contend with physiological realities that are rarely, if ever, showcased in marketing material. Hunt was not the only sportsperson to voice disapproval. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." Kramer’s post, featuring her executing complex gymnastic moves, reinforced the message that authentic athleticism involves dedication, skill, and physical resilience, not merely aesthetic appeal. Australian boxer Skye Nicolson added her perspective on Instagram, writing, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Nicolson’s comment draws a clear line between confidence that stems from athletic competence and the exploitation of sexuality as a marketing tool.
Her words echo a broader sentiment among athletes that the latter diminishes the integrity of sport and reduces women to objects for commercial gain. In the face of mounting backlash, Sweeney appeared to respond indirectly by sharing a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories. The BODY Issue is known for celebrating athletes in the nude, featuring prominent figures such as Serena Williams and Megan Rapinoe. By highlighting these images, Sweeney may have been attempting to align herself with a more respectful portrayal of athletes’ bodies, one that emphasizes strength and form rather than overt sexualization.
However, many observers noted that the timing of this repost could be interpreted as a defensive maneuver rather than a genuine engagement with the concerns raised. The controversy raises several important questions about the role of advertising in sport, especially when it involves women. On one hand, brands often seek to capture attention through provocative imagery; on the other, there is a growing expectation that such campaigns respect the authenticity and dignity of athletes. Critics argue that the line between empowerment and exploitation is thin, and when brands lean too heavily on sexualized imagery, they risk alienating the very community they wish to celebrate.
Beyond the immediate reaction to the Novig commercial, this incident reflects a larger cultural conversation about how female athletes are represented in media. Historically, women’s sports have struggled for visibility, and when coverage does occur, it is frequently framed through a lens of aesthetics rather than achievement. The pushback from Hunt, Kramer, Nicolson, and others signals a desire for a shift toward narratives that prioritize performance, perseverance, and the real challenges athletes face—whether that includes rigorous training schedules, injury recovery, or navigating personal health issues such as menstrual cycles during competition. In addition to the public statements, several sports organizations have begun to issue guidelines for advertisers, urging them to collaborate with athletes in ways that honor their expertise and contributions.
These guidelines often call for authentic storytelling, inclusion of athletes in the creative process, and avoidance of tropes that reduce women to mere decorative elements. The hope is that future campaigns will feature athletes like Hunt not as background props, but as central figures whose stories inspire and educate audiences about the true nature of sport. The reaction to the Sweeney advert also underscores the power of social media as a platform for athletes to voice their opinions directly to the public. By bypassing traditional media outlets, athletes can quickly rally support, share personal experiences, and influence brand perception.
In this case, the combined voices of a European sprint champion, an American Olympian, and an Australian boxer amplified a message that resonated with many fans and advocates for gender equity in sport. Ultimately, the debate surrounding the Novig advertisement serves as a reminder that while marketing seeks to capture attention, it must also respect the authenticity of the subjects it portrays. As the conversation continues, athletes like Amy Hunt are likely to remain at the forefront, championing a vision of sport that celebrates hard work, dedication, and the real, unfiltered experiences of women who compete at the highest levels.