POWERADE has reportedly taken a subtle dig at Sydney Sweeney‘s controversial Novig ad, generating plenty of headlines. For the unversed, the “Euphoria” actor recently appeared in an ad campaign for Novig, a sports trading app. In the ad, Sweeney was seen participating in various sports while nude, drawing widespread criticism from viewers and several prominent athletes. Recently, POWERADE appeared to respond to the Novig campaign with its own headline, “Never Just Sports.”
Powerade responds to Sydney Sweeney’s Novig controversy with its ‘Never Just Sports’ campaign
POWERADE’s response to Sydney Sweeney’s Novig ad has attracted significant attention. Novig, a sports trading company, launched an ad campaign in September featuring an actor from “Euphoria.”
In the “Just Sports” ad, Sweeney appears almost entirely nude, using sports equipment such as footballs, basketballs, and tennis rackets to cover herself strategically. The campaign received widespread backlash from viewers and athletes alike.
Several renowned athletes, including Ariarne Titmus, Amy Hunt, Skye Nicolson, Sophie Capewell, and Lani Pallister, criticized the ad. The general sentiment was that the campaign was sensationalized and reduced women’s sports to physical appearance rather than highlighting athletes’ skills and abilities.
The Female Athlete Project and the Australian Institute of Sport also voiced their criticism. They argued that such portrayals could set back the commercial progress of women’s sports. Around two months after the Novig campaign launched, POWERADE appeared to take a dig at the controversial ad.
Powerade, Coca-Cola’s sports beverage brand, is advertised in New York’s Times Square. The ad featured the headline, “Never Just Sports,” with footage of women participating in various sports.
The message appeared to contrast directly with Novig’s “Just Sports” campaign. Unlike Novig’s ad, which featured Sweeney in a nude portrayal, POWERADE’s advertisement showcased energetic footage of female athletes playing various sports, sweating, and competing as they pushed their limits. The campaign shifted the focus toward athletic performance and the hard work that goes into sports.
