Sydney Sweeney has responded to criticism over a recent advertising campaign for a sports trading app that features provocative images of the actress posing partially clothed while simulating various sports activities. The 29-year-old star, known for her role in the television series "Euphoria," faced backlash from prominent female athletes who argued that the campaign sexualizes women in sports and undermines the professionalism of female athletes.

British sprinter Amy Hunt publicly challenged Sweeney’s portrayal during a post-race interview at the World Athletics Ultimate Championship, stating, “Sydney Sweeney, this is what women in sport look like!”, emphasizing a more traditional and athletic representation of female competitors. Similarly, Australian Olympic gold medalist Ariarne Titmus expressed strong disapproval on social media, describing the campaign as a “kick in the face” to women who have dedicated their lives to sport and highlighting values such as teamwork, dedication, and unity. Canadian Olympic skier Cassidy Gray also condemned the campaign, calling it “idiotic” and “senseless.”

In response to the criticism, Sweeney shared on her Instagram page examples of previous advertising campaigns involving top female athletes such as tennis stars Serena Williams and Caroline Wozniacki, as well as footballer Megan Rapinoe, some of which included nude or semi-nude imagery. She appeared to suggest that her campaign is part of a broader trend within sports marketing.

Jacob Fortinsky, CEO of Novig, the sports trading app featured in the campaign, stated that the idea for the provocative approach originated from Sweeney herself. He said she aimed to distance the promotion from other platforms that focus on trivial details such as “what colour underwear I’m going to wear,” adding that there is “something clean about sports.”

Separately, reports indicate that Sweeney’s relationship with media mogul Scooter Braun may be progressing toward marriage, with a source describing Braun as viewing the actress as “the modern Marilyn Monroe.”