Amy Hunt, the British sprinter who recently secured a double European title in the individual sprints, responded sharply to a new advertisement featuring actress Sydney Sweeney. The commercial, produced for the U.S.
betting firm Novig, depicts the 29‑year‑old star of the television series "Euphoria" scantily clad, draped only in sports equipment, and has ignited a wave of criticism from women across the athletic community. During a post‑event interview with the BBC, Hunt directly addressed Sweeney, stating, "Sydney Sweeney, this is what women in sport look like." She went on to highlight the performance that won the race – a winning time of 21.4 seconds recorded by Melissa Jefferson‑Wooden – and underscored the physical realities behind that number: "muscles, hard work, sweat, blood, tears.
This is a beautiful evening." Hunt elaborated on the disconnect between the glossy, sexualised image presented in the advert and the day‑to‑day experience of female athletes. "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," she said. She added a personal anecdote to illustrate the unpredictable challenges athletes face: "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." Her remarks resonated with a broader chorus of dissent.
Former U.S. Olympic gymnast Gracie Kramer shared a video of herself competing, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," thereby juxtaposing genuine athletic effort with the advert's superficial portrayal.
Australian boxer Skye Nicolson also weighed in on Instagram, drawing a clear line between the natural confidence that comes from being fit and the exploitation of sexuality to market sport: "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." The backlash has prompted Sweeney to respond, albeit indirectly. She posted a series of images from ESPN Magazine's BODY Issue to her Instagram Stories, showcasing nude or semi‑nude portraits of athletes such as Serena Williams and Megan Rapinoe. While the BODY Issue celebrates the human form in the context of athletic achievement, critics argue that Sweeney's choice to juxtapose those images with her own ad does little to address the core complaint: the reduction of women athletes to objects of visual appeal rather than subjects of skill and dedication.
The controversy raises several important questions about how women in sport are represented in media and advertising. Historically, female athletes have often been forced to navigate a double standard: they must demonstrate peak physical performance while also conforming to societal expectations of femininity and attractiveness. This tension is evident in the way many sports brands have marketed products, frequently opting for stylised, sexualised imagery rather than focusing on the athletes' achievements. In recent years, there has been a growing movement to shift that narrative.
Campaigns such as "This Girl Can" in the United Kingdom and the International Olympic Committee's emphasis on gender equality have sought to celebrate women's sport on its own terms. These initiatives stress authenticity, inclusivity, and the diverse bodies that compete at the highest levels. The reaction to Sweeney's advert suggests that audiences are increasingly unwilling to accept outdated tropes that prioritize sex appeal over substance.
From a commercial perspective, advertisers argue that eye‑catching visuals are necessary to cut through the noise in a crowded media landscape. Yet the backlash demonstrates that consumers, particularly those invested in sport, are demanding more responsible storytelling.
They want to see athletes portrayed as whole people—individuals who train for hours, endure injuries, manage personal health issues such as menstrual cycles, and push the limits of human performance. The discussion also touches on the broader cultural conversation about consent and agency.
While Sweeney, as an actress, may have consented to the concept of the ad, many athletes feel that their bodies are being used without their input, reinforcing a narrative that women must be sexualised to attract attention. This dynamic can be disempowering for athletes who have fought hard to be recognized for their skill, not their looks.
In response to the criticism, some industry insiders suggest that brands could adopt a collaborative approach, involving athletes in the creative process to ensure that campaigns reflect their realities. By doing so, advertisements could showcase the grit, discipline, and emotional journey that define sport, while still delivering compelling visual storytelling. The incident also highlights the role of social media as a platform for athletes to voice their perspectives directly to the public.
Hunt, Kramer, and Nicolson each used their own channels to articulate a shared sentiment, amplifying the conversation beyond traditional news outlets. This democratization of voice empowers athletes to shape the narrative surrounding their sport and challenge misrepresentations.
As the debate continues, it is clear that the conversation is not merely about one advertisement but about a systemic issue in how women's sport is portrayed. The hope among many athletes and advocates is that this moment will spark lasting change, prompting advertisers to move away from superficial, sexualised imagery and toward authentic, respectful representations that honour the dedication, resilience, and humanity of women who compete at the highest levels. In summary, Amy Hunt's pointed response to Sydney Sweeney's Novig commercial has ignited a broader discussion about the portrayal of female athletes in media. By emphasizing the physical realities of sport—muscles, sweat, blood, tears—and sharing personal challenges like an untimely period, Hunt and her fellow critics have underscored the disconnect between glossy advertising and the lived experiences of women in sport.
The ensuing dialogue calls for a reevaluation of marketing strategies, greater athlete involvement, and a cultural shift toward celebrating athletic achievement over aesthetic appeal.