Sydney Sweeney set pulses racing after appearing topless in a provocative new advert, using nothing but two American footballs to protect her modesty.
The 29-year-old actress shared the daring video on Instagram on Sunday, showing off her toned physique in a pair of tiny white underwear emblazoned with the Novig logo as she addressed the public's fascination with her appearance.
With her blonde hair cascading over her shoulders, the Euphoria star confidently walked towards the camera before delivering a cheeky message about the attention her body attracts.
© Instagram"There are grown men making spreadsheets to bet on what color underwear I'm wearing. I mean, I'm flattered," she joked.
The Hollywood star then turned her attention to controversial prediction markets, before promoting Novig, the sports-focused platform in which she holds an equity stake.
The advert finished with Sydney holding two footballs across her bare chest, accompanied by the slogan "No BS. Just sports."
The eye-catching campaign comes just weeks after the actress faced criticism for her previous Novig advertisement, which featured her posing almost entirely nude while strategically covering herself with sporting equipment.
© InstagramWhile some fans have praised her confidence and playful approach, the campaign has also attracted criticism from female athletes who believe it undermines women's sport.
Sydney Sweeney opens up about reclaiming her body
Sydney has previously spoken candidly about growing up feeling uncomfortable with her figure and the intense scrutiny she has faced since finding fame.
In a revealing interview with Cosmopolitan earlier this year, the actress explained that launching her lingerie brand SYRN was about taking control of how her body is portrayed.
"Yeah, this is me reclaiming my body and my narrative and using it to empower other women," she said.
The star also recalled struggling to find suitable underwear as a young teenager, revealing that she was already wearing a 32DD bra in sixth grade.
© InstagramHer experiences inspired her to create a lingerie collection designed to help women feel supported and confident, regardless of their shape.
Sydney also addressed the criticism she received over her swimwear in the romantic comedy Anyone But You, explaining that finding clothing to accommodate her figure has not always been straightforward. "I feel like I've had to explain how boobs work for forever now," she told the publication.
"I've dealt with this my entire life. I don't ever want a girl to feel like I did after everyone came at me for a 'fit I had no control over."
Sydney Sweeney responds to criticism
Despite her glamorous public image, Sydney has admitted that the constant commentary surrounding her looks can be difficult to navigate.
Speaking to GQ in November 2025, the actress explained that she sees her body as an important part of her work, particularly after undergoing a dramatic physical transformation to portray boxer Christy Martin. "I've always looked at a woman's body as a very beautiful, powerful tool," she said.
The star gained weight and underwent intensive boxing training for the role, a process that gave her a new appreciation for what her body could achieve.
© Instagram/ Sydney SweeneyShe has also spoken about the uncomfortable parallels between her own experiences and those of her Euphoria character, Cassie Howard, whose appearance frequently becomes the subject of scrutiny.
In a June 2026 interview with Variety, Sydney reflected on the criticism directed at both herself and her character.
"I've always found it really interesting how people scrutinize how Cassie was treated on the show, and then they do it to me in real life," she said.
"To be honest, sometimes it's hard, but I hope maybe years from now, when people are separated from the craziness and the clickbait of social media, someone who sits back and watches it all, doing a deep dive, goes, 'Huh, maybe we all had this very wrong.'"
