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Actress Sydney Sweeney has sparked online backlash following the release of a marketing campaign for the sports trading platform Novig, where she serves as a strategic partner and equity holder. The promotional materials feature Sweeney posing with sports balls and uniforms used to cover her body, drawing criticism from social media users and industry professionals who characterized the imagery as unnecessarily sexualized. Critics argue that utilizing traditional sex appeal within male-dominated fields reinforces harmful tropes and undermines professional representation for women. Conversely, supporters and representatives defended the creative direction, emphasizing confidence, humor, and a playful tone designed to engage consumers directly. This controversy follows a previous public dispute involving Sweeney and an American Eagle advertising campaign, highlighting ongoing cultural conversations surrounding celebrity marketing tropes and modern female representation across commercial industries in the United States.