Sydney Sweeney Shares Additional Nude Campaign Photos on Instagram

Sydney Sweeney posted a new carousel of images to her Instagram account on Sunday, September 13, 2026, featuring outtakes from her recent advertising campaign for the sports trading app Novig. The post was captioned "it's gamedayyy @novig #novigpartner." Downside of 2026 is that Artificial General Intelligence will likely kill all of us. The upside is, we did get to see Sydney Sweeney's butt.

The photographs show the 28-year-old actress nude or topless, using sports equipment to cover her body. Images include her kneeling with two footballs across her chest, posing from behind with a tennis racket and ball, lying across a basketball, holding a baseball bat, and covering herself with a hockey stick. One shot depicts her balancing a soccer ball, basketball, tennis ball, and football on different parts of her body. A short video clip in the same post shows her topless, holding a football to her chest and saying, "It's gameday."

Sydney Sweeney posts some pretty ballsy photos on Instagram

The images are additional stills from a campaign that first appeared on September 9. In the original video advertisement, Sweeney appeared nude while sitting on a basketball hoop, spinning a basketball on her finger, covering herself with footballs, and posing across several sports settings. She is both the face of the campaign and an equity partner in Novig. In a statement provided to Variety, she described the concept as putting "the focus entirely on sports" with "confidence, humor and a playful edge."

The September 9 launch drew mixed reactions. Some viewers and commentators criticized the campaign for sexualizing sports imagery and, in their view, undermining women athletes. Sweeney did not issue a direct written response. Instead, she posted a series of ESPN The Body Issue covers to her Instagram Stories featuring nude or semi-nude athletes including Serena Williams, Megan Rapinoe, Rob Gronkowski, and Jason Kelce.

Sweeney has previously shared revealing photographs in connection with her lingerie brand SYRN and her role on Euphoria. The latest Novig images continue that pattern while tying it to a commercial partnership in the sports-betting space. As of Sunday evening, the new Instagram post had accumulated more than a million likes within hours of going live.

Sydney Sweeney with a tennis racket and not much else

Yes — that Instagram post is real.

It’s additional stills from her Novig sports-trading-app campaign (she’s an equity partner), posted today with the caption “it’s gamedayyy @novig.” The shots show her nude or topless with footballs, a tennis racket, a baseball bat, a hockey stick, a basketball, etc., placed to cover the NSFW potential.

It’s not unusual for her. Sweeney has spent years leaning into this exact lane:

Repeated lingerie posts and campaigns for her own brand SYRN.

Explicit Euphoria scenes and the behind-the-scenes photos she later shared herself.

Did you know Sydney Sweeney is a hockey fan?

Earlier Novig video (September 9) that already had her naked on a basketball hoop and covering herself with footballs.

She’s been doing “tasteful-but-obviously-not” body-focused content for a long time; this is just the latest version with a sports theme.

For a current A-list actress it’s still pretty far out on the spectrum, but not unheard of. Plenty of high-profile women have done comparable or more revealing work (ESPN Body Issue covers, Kim Kardashian’s old Instagram, certain fragrance or fashion campaigns). The difference here is that she’s posting it on her own main feed as a brand partner rather than through a magazine or film. Some people are calling it regressive or “setting women in sports back”; she responded by posting old ESPN Body Issue covers of actual athletes in her Stories. That’s the current conversation around it.

So: on-brand for Sweeney, slightly more aggressive than most A-listers put on their personal Instagram, but consistent with how she’s chosen to market herself.