Fortinsky says Sweeney drove the ad's visuals and messaging
Co-founder and CEO, Novig
“It really was Sydney who was driving a lot of the visuals and the messaging.”
Source and context
Reporting
About this source
Front Office Sports report on Novig CEO Jacob Fortinsky's September 15, 2026 remarks at the "Asset Class" event, attributing the ad's visuals and messaging to Sweeney.
Before the quotation
Speaking at the Front Office Sports "Asset Class" event in New York, September 15, 2026.
After the quotation
The remark triggered its own follow-on coverage cycle, including outlets asking whether Novig was blaming Sweeney for the backlash.
How this statement is classified
Case context: Sydney Sweeney’s Novig "Just Sports" ad draws backlash over sexualizing women’s sport
The label describes this statement’s response within the context above.
Why this label?
Fortinsky shifts creative responsibility for the ad's content onto Sweeney rather than defending or condemning the ad's substance outright -- a distinct claim from his earlier 'never intended to portray female sports' statement, reframing the dispute over who is responsible without resolving whether the ad itself was appropriate.
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- People and groups discussed
- 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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