Sydney Sweeney reportedly found a “saving grace” in Scooter Braun as the backlash over her Novig ad continued. The “Euphoria” star appeared extremely bold in the campaign, with sports equipment strategically covering parts of her body. Several female athletes criticized the concept, while Sweeney responded by sharing examples of similar celebrity photoshoots.
Amid the controversy, a new source claimed Braun became her strongest sounding board, encouraging his girlfriend not to panic or change herself in response to her critics.
Sydney Sweeney leaning on Scooter Braun amid nude Novig ad backlash, per source
According to a Closer Online report, a source claimed Scooter Braun had become a key adviser for Sydney Sweeney amid the backlash. The insider described him as “her saving grace,” adding, “he’s always there to build her up.”
The source also said Braun “thrives on this kind of underdog energy too.” He reportedly urged Sweeney to stay calm, telling her “the worst thing she could do now is panic.” Braun also warned her against “changing who she is” to appease critics, with the source adding that those people “probably wouldn’t support her anyway.”
For context, the Novig ad featured Sweeney appearing nude, with footballs and other sports equipment covering parts of her body. According to Closer, the video surpassed 22 million views within its first two days and received 1.3 million likes.
However, the campaign’s framing drew criticism from several female athletes. British sprinter Amy Hunt said, “Sydney Sweeney, this is what women in sport look like.” She also highlighted “muscles, hard work, sweat, blood, tears.” Meanwhile, Olympic swimmer Ariarne Titmus described the ad as “a kick in the face” to women who dedicate themselves to sport.
Sweeney responded by sharing images of female athletes who had posed nude for magazine shoots, including Serena Williams, Megan Rapinoe, and Sue Bird. Amid the controversy, Braun reportedly encouraged her to “channel all that anger into the business.”
The insider claimed he believed the controversy was “keeping her in the conversation” and reminded Sweeney that “plenty of hugely successful women” had once been “counted out.” According to the source, those women eventually emerged “stronger and richer on the other side.”
The report suggested Sweeney was trying to hold onto that perspective as the controversy continued. The actress was reportedly “more determined to prove herself” rather than allow the backlash to derail her momentum.
