Sydney Sweeney poses nude for Novig and becomes a shareholder in the platform

Sydney Sweeney unveils a particularly bold new campaign this Wednesday, 9 September 2026. The star ofEuphoria appears nude, her body concealed by sports accessories, in Novig’s “Just Sports” campaign. The actress is not just the face of the campaign: she is also joining the company as a strategic partner and shareholder.

In the video, Sydney Sweeney moves through various sports worlds, including American football, basketball, tennis, hockey, baseball, and billiards. Balls, protective gear, and other equipment are used as staging elements to preserve her nudity, in a deliberately provocative and humorous style.

The campaign accompanies Novig’s national launch in the United States. The platform presents itself as a prediction market dedicated solely to sports and accessible to adults aged 21 and over. Its advertising message plays precisely on this promise: no politics or other current events, only sports results to anticipate.

The partnership goes beyond a simple endorsement deal. In an interview with Complex, Sydney Sweeney explains that she participated in the creative discussions from the start and took an interest in the project as an investor before becoming a shareholder. She says she prefers collaborations where she can be involved in the design rather than just lending her face to a brand.

The actress worked on this campaign while filming the live-action adaptation of Gundamin Australia. In recent years, she has also strengthened her role as a producer, notably around several of her film projects, while multiplying highly visible commercial collaborations.

Novig’s images quickly circulated on social media and were picked up Wednesday by several American and international media outlets. The very stripped-down nature of the campaign sparked reactions, but the main professional change lies elsewhere: Sydney Sweeney is now financially associated with the company she represents.

This new operation comes as the actress continues a particularly active period between film, production, and brand partnerships. She is notably still expected in several projects following the success of The Housemaid, while capitalizing on a public image that continues to provoke strong reactions online.