"Euphoria" star Sydney Sweeney recently made waves with a new ad campaign for the sports trading and prediction platform Novig, where she appears nude alongside sports equipment such as basketballs, American footballs, and soccer balls. Beyond her role as the campaign's star, Sweeney has officially joined Novig as a strategic partner and equity holder.
Sweeney explained that the concept behind the initiative was straightforward: "to cut through all the noise and focus entirely on sports itself," delivered with confidence, humor, and a playful attitude.
In the advertisement, as she poses nude with various athletic gear, she emphasizes, "Think you know sports? Prove it. Novig is only about sports, so all they want to show you is sports." Later, while reclining on a pool table, she playfully adds, "You can't trade this one, I just look good lying here."
Novig officially launched nationwide in August 2026, restricted to users 21 and older, and is positioned as a platform that merges financial exchange mechanisms with sports prediction markets. Sweeney specifically highlights in the ad that the platform "does not offer bets related to war, death, or politics," thereby differentiating it from other prediction markets.
This isn't Sweeney's first venture into more provocative promotional activities. Earlier this year, she filmed several bold advertisements for her own lingerie brand, Syrn. Her past American Eagle jeans campaign also stirred controversy with its "good jeans / good genes" pun.
via： Variety