Hollywood star Sydney Sweeney recently shot a topless advertisement for the sports betting platform Novig, using equipment like American footballs, basketballs, and soccer balls to cover her body. The campaign has sparked significant backlash, with critics accusing it of "sexualizing women's sports." The controversy is now directly impacting her social media presence, as over 200,000 Instagram users have unfollowed her in just two days.
According to social analytics firm Social Blade, Sweeney's Instagram followers initially saw a bump of approximately 50,000 in the first three days after the ad's release. However, by Sunday, she lost 136,848 followers in a single day, followed by another roughly 68,000 on Monday, totaling over 200,000 unfollows. Despite the significant drop, this still represents less than 1% of her original fanbase of over 25 million followers.
Following the release of the 60-second commercial, numerous female athletes have voiced their criticism. Australian four-time Olympic gold medalist Ariarne Titmus notably questioned, "Why are we still living in a world where you can make money off women's bodies and continue to sexualize women's sports?"
Despite the mounting criticism, Sweeney has continued to promote the campaign, sharing ad photos and videos on her Instagram. She also posted past covers from ESPN's "Body Issue," featuring nude male and female athletes, on her Instagram Stories, seemingly in response to the ongoing controversy.
Sweeney previously stated that the campaign aimed to refocus attention on sports itself, utilizing "confidence, humor, and playfulness." Beyond starring in the advertisement, she also serves as a strategic partner and equity holder in Novig.
via： Variety