Sydney Sweeney Strips Down Again to Taunt Critics of Her Novig Ads

When the 29‑year‑old ‘Euphoria’ star first appeared naked in a commercial for the sports‑prediction app Novig, the internet erupted. Fans and athletes alike accused the campaign of turning women’s sports into a strip‑show. Fast‑forward a few weeks, and Sweeney seems unbothered, slipping back into the spotlight with a fresh Instagram clip that leaves little to the imagination.

The 30‑second video opens with Sweeney walking away from the camera, topless except for a pair of stark white briefs that proudly display the Novig logo. A strand of her hair drapes over her chest, offering just enough modesty to keep the clip on Instagram. She smirks and says, “There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean… I’m flattered?” It’s a tongue‑in‑cheek nod to the very criticism she’s been fielding.

She doesn’t stop there. “There’s insider trading on dictators dying and armies of bots manipulating it all. There’s someone sitting in a bathroom stall betting their 401(k) on a war,” she continues, her voice half‑serious, half‑playful. The final beat shows her covering her breasts with two footballs while delivering the brand’s tagline: “Novig is just sports.”

Comments under the post are a mixed bag. A handful of users ask, “Why do you have to be naked to market sports? What’s the correlation?” but the louder chorus is supportive, with one comment boasting over 30,000 likes: “Love that she doubles down on the hate.” The backlash that once cost her over 200,000 followers seems to have softened, at least among her core fans.

It’s worth noting that the original Novig ads—still peppered across billboards and social feeds—did more than stir controversy. According to the Wall Street Journal, the campaign helped catapult Novig’s valuation from roughly $500 million to $2 billion in just a few months. Sweeney isn’t just the face of the brand; she’s a strategic partner and equity holder, so the spotlight (and the profit) directly benefits her.

Beyond Novig, the actress also runs a lingerie line called Syrn. She’s no stranger to provocative marketing, defending a near‑nude photoshoot for Syrn in a Cosmopolitan interview by saying, “This is me reclaiming my body and my narrative and using it to empower other women.” The line between empowerment and exploitation, however, continues to be debated.

Whether you see the new clip as a savvy publicity stunt or an unnecessary tease, one thing’s clear: Sweeney isn’t shying away from the fire she helped start. She’s wearing her confidence—quite literally—on her sleeve, and the conversation about how women’s bodies are used in sports advertising isn’t going anywhere soon.