Highlights
- Sydney Sweeney stars nude in a new campaign for sports trading platform Novig
- The actress has become a regular presence in provocative advertising campaigns
- Her recent work raises questions about why brands continue to use celebrity sex appeal to grab attention
Sydney Sweeney is no stranger to provocative advertising. Now, the Euphoria star has gone nude again, this time to promote sports trading platform Novig.
In the campaign, Sweeney poses with footballs, basketballs, hockey equipment and other sporting gear while repeatedly stressing the platform’s focus on sports. She appears in a series of athletic outfits before stripping down for several of the campaign’s more attention-grabbing moments.
But the Novig campaign is only the latest example of Sweeney using her image in deliberately provocative advertising. From jeans to lingerie and now sports trading, her recent campaigns raise a bigger question: why does nudity remain such an effective way to sell almost anything?
From jeans to sports trading
Sweeney’s advertising run has covered some very different products.
In 2025, she starred in an American Eagle jeans campaign built around the phrase “great jeans” and “great genes”. The campaign sparked controversy online, with the focus extending beyond the clothes themselves to Sweeney’s appearance and the language used in the adverts.
Earlier this year, she launched her lingerie brand Syrn and appeared in a series of risqué promotional videos for the label.
Now she has moved into sports trading with Novig, a platform built around sports prediction markets. The product has little obvious connection to glamour or fashion, yet the campaign once again places Sweeney’s appearance at the centre of the advertising.
Why does celebrity nudity still get attention?
The answer may be less about the product and more about getting people to stop scrolling.
Celebrity advertising has increasingly become a battle for attention, particularly online. A conventional endorsement can easily disappear among thousands of other posts, while a provocative image is far more likely to generate conversation, headlines and social-media sharing.
Sweeney’s name also gives the campaigns an additional layer of visibility. Her fame means the advert can become entertainment news in its own right, extending its reach beyond the original audience for the product.
That creates a useful cycle for brands: the celebrity attracts attention, the provocative campaign generates discussion and the resulting coverage gives the advertisement another life online.
Is the celebrity becoming the selling point?
There is also a question about whether the product risks becoming secondary when the celebrity image is this prominent.
In the Novig campaign, the company wants to communicate that its platform is focused on sports. Yet much of the attention is inevitably directed towards Sweeney herself and the decision to feature her nude.
That does not necessarily mean the strategy has failed. In advertising, attention is often the first goal. If people remember the celebrity, the campaign and eventually the brand, the provocative approach may have done exactly what it was designed to do.
For Sweeney, meanwhile, these campaigns are becoming part of a recognizable commercial image: confident, playful and deliberately provocative.
Her latest advert therefore raises a question that goes beyond one sports trading platform. When celebrity attention can sell everything from jeans and lingerie to sports, has taking it all off become one of advertising’s most reliable shortcuts to getting noticed?
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