The Novig campaign featuring Sydney Sweeney reignites the debate on the portrayal of women in advertising
In September 2026, an advert featured an actress dressed in American footballs, and the media immediately picked up on it. You might think it was an archive clip from the 1990s: yet it is a contemporary campaign that speaks volumes about the place accorded to women’s bodies and female athletes. It serves as a reminder that responsible communication is first and foremost the brand’s responsibility.
By Caroline Dumoulin, Project Director at La Nouvelle Agence.
In summary, this article covers:
- In September 2026, an advert for the Novig brand featured actress Sydney Sweeney dressed in American footballs. It sent shockwaves around the world.
- The campaign is a form of outrage marketing, based on the logic that ‘bad buzz is good buzz’. This visibility is bought at the expense of women’s image.
- Female athletes are the first to be affected: their sport, their work and their legitimacy are torn to shreds.
- There is another way. The Nike x PSG campaign ‘It Was Never Going To Be Just One’ showcases a female PSG supporter.
- According to UN Women, nearly half the world’s population followed women’s sport in 2024.
- The responsibility lies with the brand behind the campaign, not with the actress alone.
What we observed
We wanted to analyse this phenomenon, not as communications professionals, but as citizens. What an advert conveys concerns us all, as it helps shape our collective perceptions.
The return of an old reflex: ‘sex sells’
This principle has had its heyday. After more than thirty years of scrutiny, we thought brands had moved on from using the female body as a mere sales pitch. The advert by Novig proves otherwise.
It has sent shockwaves around the world, particularly amongst female athletes, who see their sport, their work and their legitimacy reduced to rubble.
Outrage marketing comes at a cost
This campaign perfectly illustrates outrage marketing – the logic that ‘bad buzz is good buzz’. But visibility gained through provocation comes at a cost: it is bought at the expense of women’s image and trivialises norms we had hoped were a thing of the past.
There is another way: Nike x PSG
It is possible to celebrate women in sport, and the proof is there. The Nike x PSG campaign, ‘It Was Never Going To Be Just One’, spotlights a female PSG supporter. It reminds us that women are not merely spectators or decorative figures, but full participants in sporting culture.
This choice is all the more relevant given the size of the audience. According to UN Women, nearly half the world’s population followed women’s sport in 2024.
3 lessons
1. Sexist advertising tropes have not disappeared
Thirty years of challenging these norms have not been enough. Even in 2026, a brand can still use the female body as its main selling point and secure global media coverage.
2. Negative publicity takes its toll on women’s image
Provocative tactics bring visibility to the brand, but it is women – and first and foremost female athletes – who pay the price.
Every campaign of this kind further normalises codes that we had hoped were a thing of the past.
3. Celebrating women in sport is possible, and the audience is there
The Nike x PSG campaign shows that it is possible to make a lasting impression without reducing anyone to their appearance. With nearly half the world’s population following women’s sport, according to UN Women, this approach is also the most sensible choice for a brand.
Our view at LNA: the brand’s responsibility
At LNA, we believe in communication that changes attitudes, that challenges without belittling, and that leaves a lasting impression without reducing anyone to their appearance.
One fundamental question remains. Sydney Sweeney has been the subject of much discussion, and the controversy has largely centred on her. But is it up to her alone to bear the brunt of it?
An advert is never an isolated act. Directing criticism at the actress amounts to turning a blind eye to those who conceived, approved and funded the message. It also, once again, places the responsibility for a campaign she did not entirely create on a woman’s shoulders. The brand, for its part, is the creator of the campaign. It is up to the brand to answer for what it chooses to show.
This responsibility is all the greater given that brands today wield a level of influence comparable to that of the media or institutions. They reach millions of people, including young audiences, and help to define what is considered normal, desirable or acceptable.
They are not merely showcases: they are cultural actors in their own right. Their creative choices have a real impact on gender representations, on the way we view female athletes and on the place society accords them.
We therefore like to believe that brands have a role to play in fostering fair values. This does not mean giving up on boldness or creativity, but rather channelling them towards a message that does not demean anyone. Advertisers can choose to capture attention in ways other than through provocation, and the public – who are becoming increasingly discerning – will reward those who do so.
What is the Novig advert featuring Sydney Sweeney?
It is a campaign launched in September 2026 featuring the actress dressed in American footballs. It sparked a global controversy, particularly amongst female athletes.
Why is this advert considered sexist?
It uses the female body as a mere marketing tool, following the old principle that ‘sex sells’. Female athletes see their sport, their work and their legitimacy reduced to rubble.
What is outrage marketing?
It is a strategy that seeks visibility through provocation, based on the logic that ‘bad buzz is good buzz’. The brand gains recognition thanks to the controversy it sparks.
Who is responsible for a sexist advert: the actress or the brand?
The brand. It conceived, approved and funded the message: it is the creator of the campaign and must take responsibility for what it chooses to show.
Are there any campaigns that celebrate women in sport?
Yes. The Nike x PSG campaign ‘It Was Never Going To Be Just One’ spotlights a female PSG supporter and presents women as full participants in sporting culture.
Does women’s sport have an audience?
Yes. According to UN Women, nearly half the world’s population followed women’s sport in 2024.
To find out more: contact LNA
Do you want a campaign that grabs attention without belittling anyone? La Nouvelle Agence supports brands in creating bold, creative and responsible communications.
Contact La Nouvelle Agence to discuss this further.
