Female stars from across cycling disciplines, including Demi Vollering, condemn Sydney Sweeney 'sports' video

What links Tour de France Femmes winner Demi Vollering, Unbound XL runner up Maddy Nutty, and Olympic gold medalist Sophie Capewell? They have all stepped into one of the biggest controversies in women's sport this week, that of Sydney Sweeney's 'sports' video. Vollering posted a powerful Instagram video that challenges how women are portrayed in actress Sweeney's viral ad campaign for sports prediction platform Novig.

Vollering, who is considered one of the world's most accomplished female athletes, did not hold back in her response to the Sweeney video. "One ad, and the internet went wild. Maybe it’s good that it started a conversation. But it’s also sad that women still need to have this conversation," the TDFF champion began.

"For a very long time, women have fought to be seen for what they can DO, not only for how they look. And I think many women are simply tired of that. Especially in sport, because sport can teach us something completely different about our bodies... What do we want the next generation to see? I know what I hope to show: That your body is so much more than something to look at. It can take you places you never dreamed possible. It all starts with dreaming.." concluded Vollering.

Sophie Capewell won gold in the team sprint at the 2024 Paris Olympics and is also a world champion on the track. She shared footage of her training routine in the gym and on the velodrome as a direct counterpoint to a campaign that has outraged female athletes around the globe.

The Novig campaign, released under the tagline "Just Sports," features Sweeney in minimal clothing while posing with footballs, a tennis racket and other sporting equipment. The ad racked up 37 million views on Novig's Instagram reels within four days, according to CNN. Sweeney has joined the brand as a strategic partner and equity holder.

In her Instagram caption, Capewell urged viewers to "imagine a world where women are seen, for what they can do not just what they look like." Alongside the video, she wrote: "This isn't really about Sydney Sweeney. It's about what gets attention and why."

Speaking to BBC Sport, as reported by Cycling Weekly, Capewell called the wave of responses from fellow athletes "quite powerful." She questioned why a nearly nude actress is the face of a sports campaign rather than an actual athlete. Capewell stressed that the backlash is not about policing personal autonomy, but about a pattern where the only popular narrative about women in sport revolves around their appearance.

Female stars from the world of cycling are far from alone in her criticism. Four-time Olympic swimming champion Ariarne Titmus said she was "infuriated" by the ad, according to Newsweek, questioning how society could still be monetising women's bodies in sport.

British sprinter Amy Hunt addressed Sweeney directly after finishing fourth in the 200m at the World Athletics Ultimate Championship in Budapest on Sunday, telling BBC Sport: "Sydney Sweeney, this is what women in sport look like."

American gymnast Gracie Kramer appeared to start the viral trend by posting her own sporting highlights with a message challenging the ad's portrayal of women. Athletes from swimming, water polo, rugby and other sports have since publicly spoken out against the campaign, turning the backlash into a global movement celebrating female athletic achievement.