Amy Hunt, the British sprinter who recently claimed the European title in the individual sprint events, responded sharply to a new advertisement featuring actress Sydney Sweeney, arguing that the commercial misrepresents the reality of women who compete in sport. The ad, produced for the American gambling firm Novig, shows Sweeney—best known for her role in the series Euphoria—dressed in a scanty outfit and draped in sports equipment. The imagery was intended to be provocative, but it sparked an immediate wave of condemnation from female athletes and sports commentators who felt it reduced their hard‑earned achievements to a sexualized spectacle.
During a post‑race interview on the BBC, Hunt directly addressed Sweeney, saying, “Sydney Sweeney, this is what women in sport look like.” She went on to point out the concrete statistics of her own performance, noting that the winning time in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest was 21.4 seconds—a figure achieved through "muscles, hard work, sweat, blood, tears" and describing the event as "a beautiful evening." Hunt’s comment underscored the contrast between the raw physical effort required to compete at the highest level and the glossy, sexualized portrayal presented in the commercial. Hunt also highlighted the everyday challenges that female athletes face, which are rarely captured in glossy advertising. She explained, "Obviously we’ve seen in the last 24 hours everything about the Sydney Sweeney ad, 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 are low moments. Even turning up to this championship, my period started yesterday, so that’s not ideal, and that’s not something you plan for." By mentioning her menstrual cycle, Hunt emphasized that athletes contend with physiological realities that have little to do with the glamorous image the ad tries to sell.
Hunt was not the only athlete to speak out. Former U.S. Olympic gymnast Gracie Kramer posted a short video of herself performing a routine, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The video showed Kramer executing precise, powerful movements, reinforcing the message that the true essence of athleticism lies in skill, discipline, and dedication rather than in a sexualized aesthetic. Australian boxer Skye Nicolson added her voice to the chorus of criticism 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 athletes who feel confident and attractive as a natural by‑product of their training, and marketing campaigns that deliberately exploit sexuality to attract attention.
The backlash prompted Sweeney to respond indirectly. She shared a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories. Those images featured iconic athletes such as Serena Williams and Megan Rapinoe, who were photographed nude in a celebration of the human form and athletic achievement. By juxtaposing her own commercial with these celebrated images, Sweeney seemed to suggest that the portrayal of athletic bodies can be both artistic and empowering.
However, many critics argued that the context matters: the BODY Issue presents athletes in a respectful, journalistic setting, whereas the Novig advert appears to use a similar visual language solely to sell a betting product. The controversy raises broader questions about how women’s sport is marketed and the fine line between empowerment and objectification. On one hand, athletes like Serena Williams have spoken openly about embracing their bodies and using their platform to challenge traditional standards of femininity.
On the other hand, when a commercial reduces a sport to a backdrop for sexual titillation, it can undermine the very progress that athletes have fought for over decades. Industry experts note that advertisers have increasingly turned to female athletes as symbols of strength, resilience, and marketability. Yet, they caution that the narrative must stay authentic.
When a brand chooses to highlight an athlete’s performance statistics, training regimen, and personal story, audiences tend to respond positively. Conversely, when the focus shifts to clothing—or the lack thereof—without acknowledging the athlete’s skill, the message can feel disingenuous. In the weeks following the ad’s release, several sports organizations issued statements emphasizing the importance of respectful representation.
The International Association of Athletics Federations (IAAF) released a brief note reminding sponsors and media partners that the portrayal of athletes should reflect the dedication and professionalism inherent in the sport. Similarly, the Women’s Sports Foundation called for a “thoughtful approach” to marketing that celebrates athletes for their achievements rather than their appearance.
The incident also sparked discussion among fans on social media platforms. Many users shared personal stories of how they were inspired by watching women like Hunt, Jefferson‑Wooden, and other competitors push the limits of human performance. These narratives often highlighted the emotional connection viewers feel when they see athletes overcome adversity, train through injuries, or balance personal life with rigorous competition schedules.
In response to the criticism, Novig’s marketing team issued a statement saying they “respect the feedback from the athletic community” and that the ad was intended to “celebrate the excitement of sport and the passion of its fans.” The statement, however, did little to quell the ongoing debate, as many felt the apology was insufficient without a concrete plan to change future advertising strategies. Overall, the episode serves as a reminder that the representation of women in sport is a nuanced issue that demands careful consideration.
While some athletes may embrace a more sensual presentation of their bodies, the majority of the sporting community advocates for portrayals that honor the dedication, sweat, and perseverance that define their careers. As the conversation continues, it is likely that both advertisers and athletes will need to collaborate more closely to ensure that future campaigns accurately reflect the true spirit of women’s sport, balancing empowerment with authenticity and avoiding the pitfalls of reducing athletic excellence to mere visual appeal.