The newest TikTok debate has sparked a much larger conversation about the power, strength, and representation of women in sports. You may be curious as to why.
For the past couple of decades, women athletes have been fighting for respect for their athletic abilities rather than appearance. These women are constantly being sexualized through camera angles, clothing or uniforms, biased media coverage, and advertisements, in ways their male counterparts are not. For young girls who look up to these athletes as role models, this can create unrealistic ideas about what it means to be a successful woman in sports.
This raises an important question: where should the line be drawn between advertising, entertainment, and the respect female athletes deserve?
While athletes can choose how they want to present themselves, the greater concern is how other people portray these women. Instead of highlighting years of training, discipline, dedication, and accomplishments, attention quickly shifts towards the athlete’s body or appearance. When that happens, the hard work behind the athlete can become secondary to the way she looks.
Recently, the popular American actress Sydney Sweeney partnered with Novig, a sports prediction app, to produce an advertisement regarding their new “Just Sports” campaign. In the commercial, Sweeney is seen with little to no clothing, using sports equipment like footballs, basketballs, and hockey pads to cover her body. However, the ad didn’t get the response that they may have hoped for.
Countless female athletes, Olympians, and other supporters have stated their criticisms all over social media, creating a trend in the process. These athletes have posted images or videos of themselves in their craft, usually with the caption, “This is what a woman in sports looks like”. Famous faces like Olympic gold medalist Tara Davis-Woodhall, Australian swimmer Ariarne Titmus, U.S gymnast Gracie Kramer, and so many more have all spoken out. Their statements have all included some of the following ideas: body monetization, inspiring change in the way women are seen, valued, and represented, giving young women wrong thoughts about what it means to be an athlete, etc.
However, some argue that the advertisement did exactly what the company wanted. Novig was looking to target the male audience, and according to the consumer research company Zappi, out of 200 online gamblers, 73.4% of men said the ad made them more likely to choose Novig. The commercial has received more than 50 million views since its release, making this once-invisible company the newest topic on social media and in daily life.
Although the ad brought in millions of viewers and created a lot of attention for Novig, I feel that it was a major insult and set back to female athletes around the world. Women in sports have spent decades fighting to be recognized for their talent, strength, and accomplishments. Advertisements like this can feel like a step backward in that fight. Behind every female athlete is a story of sacrifice, failure, determination, and perseverance that cannot be measured by appearance. Young girls watching these athletes should grow up believing that their value comes from what they can accomplish, not their looks.
What do you think about Sydney Sweeney’s new commercial?