Sydney Sweeney Posed for a Sports Brand. Two Athletes Posted Back.

Gymnast Gracie Kramer and sprinter Bree Masters posted their own competition footage after Sweeney's ad for the prediction market Novig.

Sydney Sweeney's newest campaign has her posed with sports balls and athletic gear covering her body, selling a sports prediction market called Novig ahead of football season. Two athletes answered it with images and video of themselves competing, NBC Los Angeles reported.

The people answering back do the sport for a living. Gymnast Gracie Kramer posted clips of herself in competition with a message pointed at the campaign.

“Idk what Sydney Sweeney was doing but this is what a woman in sports looks like,” Kramer wrote, according to NBC Los Angeles.

Bree Masters, an Olympic 100-meter semifinalist, posted images of herself as an athlete alongside her own line: “Respectfully Sydney Sweeney… This is what women in sports really look like.”

Novig isn't treating the provocation as an accident. The company says it was intentional, and its release framed the shoot as a humorous, playful way of making a sports-only pitch land — the campaign's tagline is “Just Sports.”

Sweeney isn't only the face of it, either. The release describes her as a strategic partner and equity holder in Novig, and quotes her explaining the idea as cutting through noise to keep the attention on sports.

Novig launched nationwide the month before, in August, and describes itself as a sports-focused prediction market that pairs the mechanics of modern financial exchanges with a product built for fans. The company also says it requires users to be 21 or older, and calls itself the only prediction market holding that line. Co-founder and chief executive Jacob Fortinsky said in the release that sports fans deserve a prediction market made for them.

Commentary, clearly labeled as such: the comp nobody at the agency wants to run is Sweeney's 2025 American Eagle campaign, the one that played on “jeans” and “genes” and turned into a national argument. That one also drew criticism online, and it also kept the name in circulation for weeks. What's different here is who's supplying the counter-programming. A gymnast and a sprinter posted their own competition footage, for free, under the brand's biggest ad of football season.

The campaign runs nationally through football season across digital, social, online video and out-of-home placements, with more creative and activations planned for the fall.

Source: nbclosangeles.com, retrieved September 13, 2026.