Amy Hunt, the British sprinter who holds two European titles in the individual sprint events, responded sharply to a new advertisement featuring actress Sydney Sweeney, calling out the portrayal as an inaccurate representation of female athletes. The commercial, created for the American betting firm Novig, shows the 29‑year‑old star of the Netflix series "Euphoria" scantily clad and draped in various pieces of sports equipment.
The imagery has sparked a wave of condemnation from women across the sporting world, who argue that it reduces the dedication and physicality of athletes to a sexualized spectacle. During a live interview with the BBC, Hunt directly addressed Sweeney, stating, "Sydney Sweeney, this is what women in sport look like." She then listed the elements that define a competitor’s experience: "21.4 seconds – the winning time posted by Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." By highlighting the precise timing of a race and the bodily sacrifices required, Hunt emphasized that the reality of elite sport is far removed from the glossy, objectified visuals presented in the ad. Hunt continued, noting that the past 24 hours had been dominated by discussion of the advertisement.
"When you're a woman in sport, it's not pretty. It's not glamorous. It's not sexy all the time, definitely not," she said. She went on to share a personal anecdote that illustrates the everyday challenges athletes face: "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." By mentioning her menstrual cycle, Hunt underscored how athletes must contend with physiological realities that have nothing to do with the manufactured allure of a commercial.
She was not the only high‑profile athlete to voice disapproval. 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 post quickly amassed likes and comments, with many users echoing the sentiment that genuine athletic performance cannot be reduced to a provocative photo shoot. 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'." Her comment highlighted a broader cultural debate about the line between celebrating the confidence and physique of athletes and exploiting those attributes for marketing purposes.
The controversy also sparked a response from Sweeney herself. In what appeared to be an attempt to counter the criticism, she shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories. The BODY Issue is known for featuring nude or semi‑nude portraits of athletes, including tennis legend Serena Williams and soccer star Megan Rapinoe, aiming to showcase the diversity and strength of the human form in sport. By aligning herself with this publication, Sweeney seemed to suggest that her own ad was part of a tradition of artistic representation rather than objectification.
Nevertheless, many observers argue that the context matters. While the BODY Issue frames nudity within a narrative of athletic excellence and empowerment, the Novig commercial places the actress in a setting that appears to use sports paraphernalia merely as props for sexual appeal. Critics contend that this distinction is crucial: one celebrates the athlete’s body as a testament to training and achievement; the other leverages that body to sell a product unrelated to sport, thereby diluting the message of hard work and perseverance.
The backlash has ignited a wider conversation about how women in sport are portrayed in media and advertising. Scholars and activists point out that female athletes have historically struggled for visibility, often receiving coverage that focuses more on appearance than performance. When a high‑profile ad like this emerges, it can reinforce stereotypes that women must be both athletic and sexually attractive to be noticed, placing an unfair burden on athletes to meet dual expectations. In response to the growing outcry, several sports organizations have issued statements supporting their athletes.
The International Association of Athletics Federations (IAAF) released a brief note affirming that "the dedication, discipline, and resilience displayed by athletes of all genders deserve respect and accurate representation." Meanwhile, advocacy groups such as Women in Sport have called for stricter guidelines on how commercial partners may use athlete imagery, urging brands to collaborate with athletes in ways that honor their achievements rather than exploiting their bodies. The incident also raises questions about the responsibilities of advertisers. While creative freedom is a cornerstone of marketing, companies are increasingly being held accountable for the social impact of their campaigns.
In an era where audiences are more socially conscious, brands that appear to trivialize the effort and sacrifice of athletes risk alienating a significant portion of their consumer base. Some marketing analysts suggest that a more effective approach would involve featuring real athletes telling their stories, thereby creating authentic connections with viewers. As the debate continues, Amy Hunt’s candid remarks have resonated with many who feel that the narrative surrounding women in sport needs to shift from superficial aesthetics to genuine appreciation of skill and perseverance.
Her willingness to speak out, even while dealing with personal challenges like an unexpected menstrual cycle during competition, underscores the authenticity of her perspective. The conversation sparked by this advertisement may ultimately lead to more thoughtful, respectful portrayals of female athletes in the future, ensuring that the focus remains on their remarkable achievements rather than on a fleeting notion of sex appeal.