14/09/2026
I know the internet has been taken over by this and part of me really didn’t want to add to this but as a self proclaimed raging feminist and v opinionated women’s strength & fat loss coach, I had add my two pence
Is sexualisation of women in and out of sport a real issue? Absolutely
But I think there’s a lot more to this conversation than just that so let’s break it down
I’ve always perceived being sexual as something that’s ours to own
Being sexualised is something that happens to us. And half the time it’s not even when we’re being sexual
Women deserve to be sexual without being sexualised
Even more so when they’re women who have otherwise been told they’re not sexy and I think we need to be careful to not inadvertently shame them in the process
Sydney has chosen to use her sexuality in this advert, and yes, the nature of the advert absolutely enables her to be sexualised
But she isn’t a woman in sports
She doesn’t represent women in sports
If they’d taken clips of female athletes competing, focused on their bodies, sexualised them and then used that to sell the app, I’d have a very different opinion
Because then we’d be talking about female athletes being reduced to what they’re body looks like rather than what it can do (and let’s be honest this happens in too many other situations)
But there’s also an element where if we allow one woman posing nearly n**e and claiming it sexualises all women in sports and sets us back, we’re giving them far more power than they deserve
What’s even more problematic from all of this is the way that men, and unfortunately some women, are jumping at the opportunity to insult women speaking out against the ad and claiming they’re just “jealous” of Sydney Sweeney, among other things
We’d never heard of this app before but now everyone’s talking about it
Which will be exactly what they wanted
The outrage is a huge part of the marketing
And the line about “no politics”? They knew exactly what they were doing
