Sydney Sweeney's latest ad campaign has landed her in the same spot her American Eagle jeans spot did months ago. Only this time it's Olympic athletes leading the pushback.

The Euphoria star posed for sports betting company Novig "wearing just sports," per Deadline, meaning footballs, tennis rackets and basketball hoops did the job her clothes would normally do. The campaign went up last week and got the usual clicks for showing skin. Then the weekend happened, and female athletes started talking back.

Ariarne Titmus, the Australian swimmer with four Olympic gold medals to her name, posted on Instagram that she felt "infuriated" watching it. "Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is," she wrote, listing teamwork, dedication and unity among the things she felt the ad ignored. She asked how sexualising women's sport is "still a thing."

Gymnasts, boxers and a diver weigh in

American gymnast Gracie Kramer answered with a highlight reel of her own routines, captioned with a line about what a woman in sports actually looks like. That post has been liked close to a million times. Olympic diving medalist Kassidy Cook showed up in the comments with applause emojis. Australian sprinter Bree Rizzo posted her own reel, writing that women in sport are defined by strength and skill, not appearance.

Boxer Skye Nicolson, an Australian world champion, framed the backlash differently. She said there's a real gap between looking good while playing sport and using sex appeal to sell it, and that this ad crossed into the second category. She added that femininity and athletic toughness aren't in conflict, which wasn't really her objection to begin with.

Sweeney hasn't issued a formal statement. Novig hasn't either, at least not yet, and Deadline says both have been approached for comment. Sweeney did post on her own Instagram Stories over the weekend, sharing images of nude athletes including Serena Williams and Megan Rapinoe, which reads like a quiet rebuttal without naming a single critic.

This isn't new territory for her. Her American Eagle campaign earlier this year, built around the line "My jeans are blue" over talk of inherited traits, drew accusations of leaning into eugenics-adjacent messaging. She weathered that one without much visible course correction, and the ad kept running.

What happens with the Novig campaign now depends on whether the brand decides the noise is worth the reach. Betting companies aren't known for backing down from attention, good or bad. Whether more athletes join Titmus and Kramer, or whether this fades by midweek the way most social media fires do, is the only open question left.