Powerade is throwing down a major challenge, putting women athletes right back in the spotlight with their latest promo. This isn’t just a new ad campaign; it’s a direct counterpunch to the uproar surrounding Novig’s controversial betting app ad, which featured Sydney Sweeney in a partially nude depiction of sports.
The Ad That Blew Up
Remember that Novig ad everyone was talking about, the one with Sydney Sweeney? Yeah, the one where she was covering herself in sports equipment, partially nude, for their betting app? That thing sparked a HUGE conversation, and not in a good way. Women athletes everywhere spoke up, saying it totally diminished their impact in sports.
Turns out, Sweeney and Novig CEO Jacob Fortinsky actually stood by it. Fortinsky even said Sweeney herself was “driving a lot of the visuals and the messaging,” and that working with her creatively was “a very exciting process.” He tried to play it off, saying they’re “hugely supportive of women’s sports” and “never intended to portray female sports,” adding that “Sydney’s an actress, the biggest movie star in the world.” Sweeney hasn’t made a direct statement, but after the backlash, she did post several covers from ESPN’s “The Body” issue on her Instagram Story, some of which also showed women athletes semi-nude. It seems like a lot of people online felt the Novig ad missed the mark big time.
Powerade’s Powerful Comeback
But Powerade? They saw the whole mess and didn’t just sit on the sidelines. They took Novig’s “Just Sports” campaign and completely flipped it on its head, launching their own with the motto “Never Just Sports.” Powerade’s senior director of brand marketing told Inc. exactly why: “When the conversation around how women are portrayed in sports started to pick up… We felt it was important for Powerade to share our perspective and reinforce what’s always been at the heart of our brand: athletes.”
That’s a pretty clear statement, right? They’re making it clear that sports, especially when it comes to women, is never “just” about the surface. It’s about the athletes, their impact, and their game. This isn’t just about selling drinks; it’s about standing for something in a really important cultural moment.
So, what’s next? This whole situation is definitely shining a light on how brands choose to represent athletes, especially women. Powerade just upped the ante, calling out the need for authentic representation in a major way. It’ll be interesting to see if other brands follow suit and how Novig responds to this direct challenge. For now, it’s a solid win for athletes and for anyone who believes sports is about more than just a betting app promo.
This article was created with AI assistance and published under Seattle On Tap’s editorial standards. See our Editorial Policy.
Originally reported by The Sporting News.
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