Sydney Sweeney is turning heads with a racy new ad while opening up about why she wants more from her brand partnerships than simply being the face of a campaign.
The Euphoria star strips down for Novig’s latest campaign, using footballs, shoulder pads and goalie gloves to strategically cover herself.
“Think you know sports? Prove it,” Sweeney says in the ad. “Novig is just sports. So they wanted to show just sports.”
The camera then pulls back to reveal the actress nude, straddling a basketball hoop while effortlessly spinning a ball on her finger in a Harlem Globetrotters-inspired stunt.
Novig’s clip had collected 72,000 YouTube views within 12 hours of its Wednesday upload, compared with more than 3 million views on X.
Perhaps because of community guidelines, Novig chose not to share the provocative clip on Instagram or TikTok.
Sydney Sweeney’s bold statement on brand’s partnership
While conversing with Complex, Sweeney, "I love being able to be involved in the entire process with every single person from the ground up. It is such a great ownership.”
The Housemaid star explained she is currently "challenging" herself.
She added, "I'm learning so much more, but then I also have such a creative authority that is really amazing to be able to sit at a table and be a part of every discussion, whether it's from casting, marketing, budgeting, who we're going to sell this to, what market."
"Being involved in all of that has honestly been able to help me appreciate every single person on set," Sweeney admitted.
She also revealed that she recently became an equity partner in sports prediction market Novig, joining its new Just Sports campaign.
Sweeney said she has enjoyed being involved in the project and praised the collaborative partnership.
