Sydney Sweeney appeared in a bold advertisement for a betting company on September 9, using only athletic items for coverage, which led to claims of promoting the objectification of women. Amid this criticism, reports have surfaced about her lingerie brand, SYRN, which is reportedly facing challenges. Sources indicate that the brand has not performed well as Sweeney promotes other products, with one insider describing the situation as a disaster.
When SYRN launched in January, Sweeney stated that the brand aimed to connect with women rather than simply market to them. However, an analysis from The Robin Report noted that the brand’s marketing approach felt exclusionary. The report mentioned that SYRN does not invite women in but rather encourages them to admire the founder.
An insider later shared that SYRN’s sales team has been holding meetings to develop new strategies due to the poor performance of their products. They believed the brand would succeed because of Sweeney’s popularity, but the source claimed her appeal is diminishing quickly.
In her latest advertisement, Sweeney sought to stand out while promoting a sports prediction company called Novig. Sweeney explained that the campaign aimed to embrace a fun concept focused on sports while also incorporating elements of confidence and humor. In the ad, she posed in playful settings, like sitting on a basketball hoop and lying on a pool table.
Despite her intentions, Sweeney received criticism for the ad, with some commenters calling it inappropriate and noting that young sports fans would likely see it. Some accused her of continuing to embody the image of her character, Cassie Howard, from “Euphoria.”
Additionally, Sweeney had previously faced backlash for her involvement in an American Eagle campaign in July. The brand aimed to connect with Gen Z shoppers with a back-to-school promotion, but the advertisement was criticized for suggesting themes of racial division. Critics felt the campaign added to societal divisiveness instead of promoting unity.
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Source: Bored Panda, by Bored Panda