Sydney Sweeney’s Novig Campaign Sparks Backlash as Reports Say She Lost More Than 200,000 Followers

Sydney Sweeney is at the center of a growing debate after appearing in a provocative advertising campaign for sports prediction platform Novig.

The campaign, titled “Just Sports,” features Sweeney using various pieces of sports equipment to cover parts of her body while promoting the platform. Sweeney is also a strategic partner and equity holder in Novig, making her involvement more than a traditional celebrity endorsement.

Female Athletes Criticize the Campaign

The advertisement quickly drew criticism from several prominent female athletes.

Olympic swimming champion Ariarne Titmus, British sprinter Amy Hunt, and other athletes argued that the campaign places too much emphasis on sexualized imagery rather than the skill, dedication and achievements associated with women’s sports.

Hunt, speaking after competing at the Ultimate Championships, directly contrasted the commercial’s imagery with the physical demands of competitive athletics.

Australian surfer Felicity Palmateer also criticized the campaign, questioning whether such advertising could push the representation of women in sports backward.

Sweeney Appears to Push Back

Sweeney appeared to respond to the criticism by sharing images from ESPN’s Body Issue, including photographs featuring well-known athletes such as Serena Williams and other sports stars.

The posts appeared to highlight previous examples of athletes choosing to participate in artistic or revealing photography, although reactions to Sweeney’s comparison have been divided.

Reports of a 200,000-Follower Drop

Amid the controversy, reports based on social-media tracking data said Sweeney lost more than 200,000 Instagram followers over several days.

One report citing Social Blade data said her account initially gained followers after the campaign was released before experiencing a sharp decline. However, follower-tracking data cannot establish why individual people unfollowed her, so it cannot prove that every lost follower was directly connected to the advertisement.

Even with the reported decline, Sweeney remains one of Hollywood’s most-followed young stars, with an audience of more than 25 million on Instagram.

A Campaign That Has Generated Huge Attention

Whatever the reaction, the campaign has generated enormous attention online. The advertisement was reportedly viewed tens of millions of times across social platforms, putting both Sweeney and Novig firmly in the spotlight.

The controversy has therefore become a broader discussion about celebrity advertising, women’s representation in sports and the role of provocative imagery in modern marketing.

For Sweeney, the debate continues to generate headlines—while the reported follower decline remains only one measurable part of the reaction to the campaign.