British sprinter Amy Hunt has criticised a controversial sports gambling advert featuring actress Sydney Sweeney, arguing that women in sport should be represented through their athletic achievements rather than their appearance.
The advert, which has circulated widely online, shows Sweeney naked while covering parts of her body with sporting equipment. According to BBC News, the campaign has drawn criticism from female athletes who object to what they see as the sexualisation of women in sport and the focus on appearance over performance.
Hunt addressed the advert after running a season’s best 22.10 seconds to finish fourth in the 200 metres final at the Ultimate Championship in Budapest. Speaking to BBC Sport after the race, she said: “Sydney Sweeney, this is what women in sport look like.”
She also pointed to the winning performance by Melissa Jefferson-Wooden, whose time of 21.47 seconds was reported as the fourth-fastest ever over the distance. Hunt described the result as representing “muscles” and the “hard work, blood, sweat, tears” behind elite sport. Hunt had become a four-time European champion earlier in the summer, according to the source.
The response has spread beyond athletics. BBC News reported that athletes from several sports have posted footage of themselves training or competing, while describing the difficulties and sacrifices involved in their careers. The trend began with American gymnast Gracie Kramer, who shared a training montage alongside a message contrasting athletic work with the advert.
Australian swimmer Ariarne Titmus called the campaign offensive to women who have devoted themselves to sport. British cyclist Sophie Capewell, rugby players Lisa Neumann and Ellie Boatman, and Australian water polo player Tilly Kearns have also shared reactions or personal experiences.
Sweeney has not issued a reported response to the criticism. She did, however, post photographs of athletes appearing naked or wearing limited clothing, including images from ESPN covers featuring Serena Williams, Ronda Rousey and male athletes. The source also noted that Sweeney faced criticism over a previous American Eagle jeans advert, which prompted debate about its wordplay and beauty standards.