Sydney Sweeney leaves little to the imagination in provocative new campaign

Sydney Sweeney is betting that less is more.

The actress left little to the imagination in a provocative new campaign for Novig, posing nude or scantily clad alongside an array of sports equipment as the company promoted its sports-only approach.

"Think you know sports? Prove it," she said in the ad. "Novig is just sports. So, they wanted to show just sports."

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The actress incorporated several sports into the revealing shoot, posing with football, soccer, hockey and pool equipment.

"You can’t trade this. I just look good here," she said while lying down on a pool table.

"The campaign was about embracing a fun idea," Sweeney said in a statement, according to Variety. "The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge."

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Sweeney's playful approach appeared to strike a chord online, where the campaign generated plenty of reaction.

"She definitely understands marketing," one user wrote on Instagram.

"Genuinely dropped my jaw at this," another user added.

"This is the greatest ad in sports and sports betting history," one said.

"Big fan of Syd. That said, I can't help feeling like an old man when I think about how tacky this ad is," one user said. "Not to mention the fact that a lot of young people – yes, minors – love sports and will see this ad. Then again, people don't really care about their kids as much as they care about arguing that they care on worthless social media."

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Some critics went further, accusing Sweeney of leaning into the same sexualized image associated with her "Euphoria" character, Cassie Howard.

"Girl it's not euphoria anymore you can be yourself now," one user wrote. "I fear you never switched off your Cassie."

"In a world where we are women fighting with everyone to stop objectifying us! We have her!" another said.

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This wasn't Sweeney's first brush with provocative material. The 28-year-old faced criticism over her revealing role in HBO's "Euphoria" and has also posed in lingerie several times while promoting her intimates brand, Syrn.

Sweeney has built one of Hollywood’s busiest slates, with several high-profile projects moving forward following the latest season of HBO’s "Euphoria" and her 2025 films, "The Housemaid" and "Christy."

She is set to return as Millie Calloway in "The Housemaid’s Secret." She is producing as well as starring, with the sequel in pre-production and listed for 2027.

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Sweeney is also attached to star as Katrina Van Tassel in "Sleepy Hollow." She has "The Caretaker," "Split Fiction" and "I Pretended to Be a Missing Girl" in pre-production.

There’s also "Scandalous!", a planned drama about the relationship between Hollywood star Kim Novak and Sammy Davis Jr., that Sweeney has been rumored to be starring in.