Powerade centers women athletes in new promo amid Sydney Sweeney Novig ad backlash
Yahoo Sports • • sports
Key Points:
- Powerade has launched a new promotional campaign focusing on women athletes in response to backlash against a previous ad featuring Sydney Sweeney in a controversial, partially nude depiction for their betting app.
- The original "Just Sports" campaign by Novig, which included Sweeney covering herself with sports equipment, was criticized by female athletes for diminishing the impact of women in sports.
- Powerade's new campaign, titled "Never Just Sports," aims to reaffirm the brand's commitment to athletes and address concerns about the portrayal of women in sports.
- Novig CEO Jacob Fortinsky stated that Sydney Sweeney was heavily involved in the creative process and visuals of the original ad, emphasizing their support for women's sports despite the controversy.
- While Sweeney has not directly addressed the backlash, she shared images of ESPN's "The Body" issue featuring semi-nude women athletes, possibly as a response to the criticism.
