Ariarne Titmus calls the Novig ad "a kick in the face" to women in sport
Retired Olympic swimmer; four-time Olympic gold medallist
“I can’t describe how infuriated I feel when I watch this. Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every women who enjoys sports for what it really is – teamwork, friendship, dedication, excellent, unity... How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?”
Source and context
Reporting
About this source
The Guardian’s report on the athlete-led backlash, directly quoting Ariarne Titmus’s Instagram Story and Skye Nicolson’s Instagram post.
Before the quotation
Posted to Instagram Stories as the athlete-led backlash against the ad was building over the weekend of September 13–14, 2026.
After the quotation
The quote was independently reported and corroborated by The Guardian and CBC (via ABC News Australia).
How this statement is classified
Responding to: The Novig "Just Sports" ad campaign sexualizes women’s sport and demeans the work of women who compete in it, rather than showcasing athletic skill.
The label describes this statement’s response within the context above.
Why this label?
Titmus expressly denounces the campaign as sexualizing women’s sport and monetizing a woman’s body, calling it a "kick in the face" to women in sport, with no qualifying condition.
- Recorded on
- Published here
- People and groups discussed
- Novig, Sydney Sweeney
Sydney Sweeney’s Novig "Just Sports" ad draws backlash over sexualizing women’s sport
Explore the case context, sources and public responses.
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