14/09/2026
THIS is what women in sport looks like.
Fans. Athletes. Workers. Creatives. Leaders.
Women striving for opportunities in every corner of sport, fighting to work in the industry, fighting to be seen, and fighting to play the sports we love.
And while, like many others, I don’t agree with Sydney Sweeney choice to feature in this campaign, the responsibility doesn’t sit solely with the person in front of the camera.
A business came up with the concept.
A business pitched the idea.
A business approved the campaign.
A business recorded it.
A business chose to promote it.
So Novig, do better or don’t do it at all.
Because THIS is what women in sport deserve to see, support and be represented as. 💪🏼🏟️
