Russian pole vaulter Polina Knoroz has condemned a revealing commercial featuring American actress Sydney Sweeney, describing the advert as an insult to women's sport.
Speaking to Russian television network Match TV, the national champion stated that the promotional video devalues female athletic achievements and undermines long-standing efforts to combat the sexualization of women in sports competitions.
Knoroz argued that campaigns of this nature add fuel to the fire in an ongoing struggle against the objectification of female athletes, stating that the commercial once again diminishes everything women have achieved in athletics.
Commercial content and athletic reaction
In the promotional video, Sweeney appears virtually unclothed while simulating participation in various athletic disciplines and sports. The portrayal sparked backlash from professional competitors who argue that relying on revealing imagery to market sporting themes detracts from genuine athletic skill and dedication.
Knoroz is a prominent Russian track and field athlete who competes in the pole vault, an athletic discipline in which competitors use a long, flexible pole to leap over a high bar. As a national champion, she has frequently represented her country at elite domestic and international sporting events.
Sweeney is an acclaimed American actress who gained global recognition for her roles in high-profile television drama series including Euphoria and The White Lotus. Beyond her screen acting, she has established high-profile commercial partnerships with major international brands and media campaigns.
Opposition from Olympic champions
The criticisms raised by Knoroz follow earlier public condemnation from four-time Australian Olympic swimming champion Ariarne Titmus, who previously targeted a bookmaker over a commercial partnership involving Sweeney.
Titmus severely criticized the betting firm for releasing the advertisement with the actress, describing the promotional campaign as a slap in the face to women who have dedicated their entire lives to professional sport.
Titmus is one of Australia's most celebrated Olympic athletes, having won four gold medals in freestyle swimming events across major international competitions. Her stance highlighted growing frustration among elite female swimmers and track athletes regarding how sports marketing campaigns depict female figures.
The debate surrounding female sports representation has intensified in recent years, with athletes increasingly demanding that sporting organizations and corporate sponsors focus on athletic performance, physical training, and competitive excellence rather than glamour or provocative imagery.
