Powerade centers female athletes in new promotion amid backlash from Sydney Sweeney Novig’s ad that originally appeared on The Sporting News. Add The Sporting News as your preferred source by clicking here. Powerade once again puts the focus on female athletes in its new promotion. Ad The sports drink giant is hitting back amid Novig’s controversial depiction of sports with a partially naked Sydney Sweeney covering herself in sports gear to promote her betting app. The backlash led several female athletes to speak out about their disapproval of the ad and how it diminishes the impact of female athletes in sports. To combat the controversy, Powerade changed Novig’s “Just Sports” campaign to “Never Just Sports.” brand: athletes.” While many online were offended by the ad, Sweeney and Novig CEO Jacob Fortinsky spoke as part of a panel sponsored by Front Office Sports last month and said Sweeney was “driving a lot of the imagery and messaging” behind the ads. Advertisement “It was a very exciting process working with her on both the business and creative sides,” Fortinsky said. “It was really Sydney who drove a lot of the imagery and messaging.” “We greatly support women’s sports. I think it’s a huge component of our platform,” Fortinsky added. “I don’t think we ever intended to portray women’s sports. Sydney is an actress, the biggest movie star in the world.” Sweeney has not made a statement, but in response to the backlash from the ad, she showed several covers of ESPN’s “The Body” issue on her Instagram Story, where some of the athletes were half-naked. Check out the promo below: More lifestyle news:
