Skye Nicolson distinguishes "looking sexy" from "using sex to sell sport"
Skye NicolsonProfessional boxer; world champion
Skye Nicolson argued the objection to the Novig ad is about using sex to sell sport, not about athletes looking attractive.
“There’s a big difference between looking ‘sexy’ because you do sport compared to use sex to sell ‘sport’. There is nothing wrong with looking good and doing sport and there’s nothing wrong with embracing your femininity while also being a badass athlete.”
Reporting
Where this statement fits
Sydney Sweeney’s Novig "Just Sports" ad draws backlash over sexualizing women’s sport
Novig, a U.S. sports prediction market in which Sydney Sweeney is a strategic partner and equity holder, released a "Just Sports" ad campaign on September 9, 2026, in which Sweeney appears nude or minimally clothed while covering herself with sports equipment. The ad drew public criticism from a number of female athletes, who said it sexualizes women’s sport; Novig’s CEO and at least one columnist publicly disputed that characterization.
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 an Instagram story on or around September 14, 2026.
After the quotation
Quoted directly by The Guardian.
How this statement is classified
The label describes this statement's response within the context above.
Why this label?
Nicolson distinguishes "looking sexy because you do sport" from "using sex to sell sport," disputing how the ad’s critics and defenders alike are framing the issue rather than issuing a blanket condemnation or defense.
- Recorded on
- Published here
- People and groups discussed
- Novig, Sydney Sweeney
More from this case
Read the full caseJones and co-authors criticize sexualization and gambling appeals in Novig's ad
“The ad captures two troubling trends: how routinely women’s bodies are sexualized in digital media and how gambling companies use sexual appeal, and the implied promise of romantic or sexual reward, to target young men.”Read statement
Fortinsky renews his defense of Novig's Sweeney ad
“Ultimately, I think we have nothing to apologize for and are very proud of the work that we did,”Read statement
Calkins defends the ad as sex-appeal marketing
“It was an ad that used sex appeal to catch the eye of a mostly-male market — not a "kick in the face" to female athletes, as four-time Olympic swimming gold medalist Ariarne Titmus suggested.”Read statement
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- Skye Nicolson distinguishes "looking sexy" from "using sex to sell sport"
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The Dispute Index. "Skye Nicolson distinguishes "looking sexy" from "using sex to sell sport"". First published: 2026-09-16. Last updated: 2026-09-16. https://disputeindex.com/events/703-skye-nicolson-argued-the-objection-to-the-novig