Sydney Sweeney shocked fans this week after posing completely nude for the most provocative commercial of her career.
The actress, who is no stranger to nudity thanks to her role in Euphoria, pushed the boundaries by taking off her gear for sports prediction market Novig.
According to Novig founder and CEO Jacob Fortinsky, it was Sweeney himself who decided to go naked for the campaign for a very surprising reason.
The blonde bombshell was reportedly drawn to the platform because it focuses solely on sports predictions, while other platforms allow users to make predictions on almost anything.
“She said, ‘I feel uncomfortable with other platforms having markets for what color underwear I’m going to wear,'” Fortinsky recalled in an interview with Front office sports.
“There’s something beautiful about sports,” she reportedly said.
The real reason Sydney Sweeney stripped naked for a raunchy Novig commercial this week has now been revealed
Sweeney was apparently driven to work with Novig because of their focus on sports, as the actress felt “uncomfortable” with other platforms having prediction markets on her underwear.
Sweeney has an equity stake in Novig, so it’s no surprise that she was eager to create another watercooler moment by stripping off for the campaign.
“Sydney is great at captivating the audience and being the center of attention,” Fortinsky said.
“In a way it forces us into the national discourse,” he added.
In the commercial, Sweeney goes completely nude and uses a variety of sports equipment to protect her modesty.
‘Do you think you know sports? Prove it. Novig is just sport,” she purrs.
She sits naked on a basketball hoop and continues, “So they wanted a show? Just exercise.’
Sweeney, who now wears nothing but shoulder pads and has a football placed across her lower back, adds, “You can trade this sport.” And this sport.’
‘No betting on wars or deaths and no politics. Just you, your opinion and sport,” she continues later.
Sweeney has an equity stake in Novig, so it’s no surprise she was keen to create another watercooler moment by stripping off for the campaign
The actress uses a football to protect her modesty in the breathtaking commercial
The commercial comes after reports that Sweeney’s media mogul boyfriend Scooter Braun has become an influence on her career.
According to Puck News, Braun played a role in Sweeney’s recent decision to sign with Hollywood power player Kevin Huvane at CAA.
Braun arranged for Sweeney to have dinner with Huvane without her other management knowing, which led to her signing a contract with him due to rival agents “calling for a similar conversation” with her.
The bold career move came around the same time Sweeney, 28, split from her longtime publicity team at ImPRint PR after a decade.
Both parties were reportedly happy to move on, with the ImPRint team becoming ‘frustrated’ that Sweeney was no longer listening to their advice.
Puck points out that when ImPRint sent Sweeney to Variety’s Power of Women event last year in an effort to get her taken more seriously as an award-worthy actress, she showed up in a sheer silver dress that highlighted her 32DD cleavage.
It’s currently unclear whether Braun, who previously managed Ariana Grande, Justin Bieber and Demi Lovato, has any say over Sweeney’s current PR strategy or clothing choices.
Daily Mail contacted Braun, ImPRint and Sweeney for comment at the time.
The 28-year-old dared to expose himself in a see-through dress at the Venice Film Festival last week
Sweeney also wore a sheer dress to an event in Los Angeles last October
The starlet tried to enter the Oscar conversation last year with her role in boxing biopic Christy, but after bombing at the box office, Sweeney appears to have relied on her sex appeal to stay in the headlines.
Her many raunchy scenes in the third season of Euphoria dominated the news cycle in April and May, stealing the spotlight from her A-list co-stars like Zendaya and Jacob Elordi.
She then doubled down on her sex symbol status by launching her own lingerie brand Syrn, which she promoted with a series of provocative images and commercials.
In the latest Syrn ad, Sweeney poses completely topless, prancing around in a G-string, getting on her hands and knees and suggestively licking the cream from her fingers.
She was last seen at the Venice Film Festival, where she wore a sheer dress that left little to the imagination to a star-studded dinner for Armani Beauty.
