Amy Hunt, the British sprinter who holds two European titles in the individual sprints, responded sharply to a new advertisement featuring actress Sydney Sweeney, arguing that it misrepresents what women athletes truly look like. The commercial, created for the American wagering firm Novig, shows the 29‑year‑old star of the hit series "Euphoria" scantily clad, draped only in sports equipment, and has sparked a wave of condemnation across the female sporting community.
In an interview with the BBC following her fourth‑place finish in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest, Hunt took aim at the ad’s portrayal. "Sydney Sweeney, this is what women in sport look like," she said, before listing the statistics that define a competitive athlete: "21.4 seconds – the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." Hunt went on to explain that the image presented by the Novig spot is far from the reality she and her peers experience daily. "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 really ideal, and that's not ever what you try to really plan for," she said, underscoring the physical and emotional challenges that athletes confront, from menstrual cycles to injuries and the grind of relentless training. Hunt’s remarks were echoed by several other high‑profile women in sport. Former U.S.
Olympic gymnast Gracie Kramer posted a 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 post highlighted the strength, precision, and dedication required in gymnastics, contrasting sharply with the sexualised imagery of the commercial. Australian professional 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 points to a broader debate about the line between celebrating athletic bodies and exploiting them for marketing purposes.
While athletes often feel confident and empowered in their physiques, the intention behind the portrayal matters: are they being shown as powerful competitors, or merely as objects to attract attention? The backlash against the ad reflects a growing awareness among athletes and fans that the representation of women in sports media needs to be authentic and respectful. Many argue that the industry has long relied on stereotypical images that reduce female athletes to decorative roles, rather than highlighting their skill, perseverance, and the sacrifices they make. In response to the criticism, Sweeney shared a series of images from ESPN Magazine’s renowned BODY Issue on her Instagram stories.
The BODY Issue is celebrated for its artistic, often nude, photographs of athletes, showcasing the diversity and beauty of the human form in a context that emphasizes performance and health. The images featured iconic figures such as tennis legend Serena Williams and soccer star Megan Rapinoe, both of whom have previously used their platforms to discuss body positivity and the importance of seeing athletes as whole individuals, not just marketing tools.
By juxtaposing the controversial Novig commercial with the BODY Issue, Sweeney may be attempting to shift the conversation toward a more nuanced appreciation of athletic bodies. However, many critics remain unconvinced, noting that the two contexts are fundamentally different: the BODY Issue is a curated editorial project that celebrates athleticism, while the Novig advert appears to use a popular actress’s fame and a sexualized aesthetic to sell a betting product, with little regard for the lived experiences of actual sportswomen. The incident has reignited discussions about the responsibilities of advertisers, especially those operating in the sports betting sector, to portray athletes accurately and ethically. Betting companies often rely on high‑profile endorsements to attract customers, but when those endorsements rely on sexualised imagery rather than genuine sport‑related content, they risk alienating the very audience they hope to engage.
Athletes like Hunt, Kramer, and Nicolson are increasingly using their platforms to call out such misrepresentations, advocating for campaigns that reflect the true nature of training, competition, and the personal challenges athletes face. Their voices contribute to a broader movement demanding that brands collaborate with athletes in ways that honor their dedication rather than exploiting their image for quick commercial gain. In the weeks ahead, it remains to be seen whether Novig will revise its advertising strategy or issue a formal apology.
Meanwhile, the conversation sparked by Hunt’s pointed remarks continues to resonate across social media, sports forums, and mainstream news outlets, reinforcing the message that women in sport deserve representation that is authentic, respectful, and rooted in the reality of their hard‑won achievements.