Brief

Powerade launches ad campaign after Novig’s nude Sydney Sweeney spot

Powerade’s new videos highlight female athletes and echo the backlash to Novig’s “Just Sports” commercial starring Sydney Sweeney.

By Felo News Desk · Published Fri, 16 Oct 2026 00:32:21 GMT

Powerade, a Coca‑Cola‑owned sports drink, rolled out a series of videos that showcase women athletes in track, swimming and tennis, ending each with the tagline “Never Just Sports,” the New York Post reported on Oct. 15.

The campaign arrives after Novig’s September “Just Sports” ad featured actress Sydney Sweeney nude, sparking criticism that the spot sexualised women’s sports. Powerade’s Instagram posted the caption “There is no just in sports” with the hashtag #PowerYourLegacy.

Novig’s CEO Jacob Fortinsky told Front Office Sports that the original ad was not intended to portray women’s sports negatively, while Sweeney, an equity holder in Novig, later appeared in a follow‑up ad saying men were betting on the color of her underwear.

Key facts

Powerade released videos celebrating female athletes with the tagline “Never Just Sports.” (nypost.com)
The videos were posted on Powerade’s Instagram with the caption “There is no just in sports.” (nypost.com)
Novig’s September ad featured Sydney Sweeney nude and drew backlash for sexualising women’s sports. (nypost.com)
Novig CEO Jacob Fortinsky said the ad was not meant to portray women’s sports negatively. (nypost.com)
Sydney Sweeney, an equity holder in Novig, appeared in a later ad referencing men betting on her underwear color. (nypost.com)