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Stephanie Roche speaks out in defence of Sydney Sweeney ad

  • Sydney Sweeney's new 'Just Sports' campaign sparked global backlash from athletes, who criticized the Euphoria star's advertisement for sexualizing women's sport rather than focusing on athleticism and competition.
  • Critics argue the campaign uses Sweeney's body as a prop, distracting from actual competition. While she stated Just Sports was designed to 'put the focus entirely on sports,' many athletes contend it reduces women's athletic efforts to a spectacle.
  • Four-Time Olympic gold medallist Ariarne Titmus called the campaign an 'absolute joke' and 'kick in the face,' while gymnast Gracie Kramer posted career footage saying, 'This is what a woman in sports looks like.' The Australian Institute joined the trend.
  • Sweeney responded by sharing images to Instagram Stories from ESPN's Body Issue, featuring athletes Sue Bird and Megan Rapinoe posing nude, suggesting elite athletes also participate in nudity without directly addressing critics.
  • Research cited by the Australian Sports Commission found sportswomen received 27 per cent negative comments on Facebook, compared to nine per cent for sportsmen, reflecting ongoing debates about how women in sports are judged and sexualized.
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Hidden danger in sexy Sweeney campaign

The controversial ad prompted swift backlash from female athletes and politicians, but psychologists claim it could do even more harm.

·Osborne Park, Australia
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Right

Now it's hanging at Times Square without any cover! A generous advertising campaign with Sydney Sweeney at the world's most sought-after advertising location creates shared reactions. While some passersby criticize the portrayal as inappropriate, others see it as a successful and effective advertising. What do you say? You can see the opinions in the video above!

·Vienna, Austria
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Forbes broke the news in Jersey City, United States on Tuesday, September 15, 2026.
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