Sydney Sweeney is dropping her signature blonde locks for a new, unrecognizable look

Photos show Sydney Sweeney at the Santa Monica pier, tossing her brunette wig amid fierce backlash from female athletes over her ad campaign for Nuveg.

Billy Bush defends Sidney Sweeney over controversial sports ad campaign

Feminist backlash rages over Sydney Sweeney's new sports betting ad, but Billy Bush calls her marketing strategy 'brilliant'. Bush tells Jesse Waters that Sweeney secured his stake in Novig before the ad had 40 million views. He compares the controversy to previous outrage over American Eagle and the ESPN Body Issue, noting that critics always end up moving on.

On Wednesday, the actress took to social media to share a series of photos of herself in a brunette wig frolicking around the Santa Monica Pier as she enjoyed an afternoon with her best friend.

"When a dear friend shows up and says, 'Wear this wig,'" Sweeney captioned the post, which featured a carousel of photos showing off her new look.

Sydney Sweeney's provocative sports ad 'reinforces image he's already built' despite backlash, expert:

"I didn't even recognize him," one user wrote on Instagram.

Another added: "I love this brunette version."

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The public move comes amid ongoing backlash over Novig's controversial sports betting ads, which drew fire from female athletes and critics who accused the company of sexualizing women in sports.

In the original ad, Sweeney appeared nearly naked while posing in sports gear, telling viewers that the platform was "just sports." The campaign drew criticism from Olympians and professional athletes, including swimmer Ariarne Titmus, who called it a "kick in the face" to women who dedicate their lives to sports.

Gymnast Gracie Kramer accused the ad of marketing women's sport through a male gaze, while British sprinter Amy Hunt said the campaign presented a false image of what women in sport look like.

Sweeney later appeared to respond by sharing images of famous athletes, including Serena Williams, Ronda Rousey, Sue Byrd, Megan Rapinoe and Caroline Wozniacki, posing nude for ESPN's Body Issue.

On Sunday, Sweeney donned white underwear in a new ad for Novig, doubling up and ditching her top while strategically covering herself with a soccer ball.

"There are grown men making spreadsheets to bet on what underwear I'm wearing," Sweeney says in the ad posted on Instagram. "You mean I'm flattered?"

He then jokes about someone who "bet his 401(k) on a fight," before concluding, "Novig is just sports."

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