Sydney Sweeney's Lingerie Line Fires Times Square, Gains Scooter Braun

Sydney Sweeney’s latest in Times Square shows the actress near‑naked behind footballs and basketballs for a sports‑prediction site called Novig. The eye‑catching ad has drawn fire from female athletes who say it reduces their work to a body that sells.

The same star launched her own lingerie line, SYRN, with a “Birthday Boobs” collection that hit the market on September 12, her 29th birthday. She also debuted a sheer gown in Venice for Armani Beauty earlier in September, but the most headline‑making moments have come from her provocative marketing choices.

Sweeney recently left longtime reps at ImPRint PR and has been linked to music mogul Scooter Braun, 16 years her senior. An industry source who knows the couple told an outlet that “Sydney absolutely listens to Scooter,” and that he “has absolutely been helping to broker her deals.”

## Background & Context

Sweeney’s relationship with Braun began after she met the 45‑year‑old at Jeff Bezos’s wedding in Venice in June 2025. After splitting from fiancé Jonathan Davino, the pair grew close, and Braun posted an emotional Instagram tribute on Sweeney’s birthday calling her “the woman who is the exception to every rule.”

Earlier this month, WME boss Ari Emanuel reportedly told Sweeney to ditch Braun for her career, a claim that Emanuel denied.

The actress instead signed with CAA and is now represented by Carrie Gordon at Lede Company. , Braun “inserted himself into the process,” setting up a dinner with CAA’s Kevin Huvane, while Sweeney’s former manager Jennifer Millar was reportedly in the loop.

Sweeney’s film career has had its ups and downs. Her dramatic role in *Christy*—where she trained and gained over 30 pounds to portray boxer Christy Martin—earned no awards, and the movie grossed only $2.3 million worldwide against a $15 million budget.

In contrast, *Anyone But You* earned more than $210 million globally, and the 2025 thriller *The Housemaid* pulled in nearly $400 million worldwide.

She is set to star in the sequel *The Housemaid’s Secret* (December), Netflix’s animated *Gundam*, and a project titled *Hollow* from Lucky Chap, while also preparing to play Undine Spragg in a new adaptation of Edith Wharton’s *Custom of the Country*.

## What People Are Saying

Sweeney’s bold marketing choices predate Braun. Last year she sold soap bars made with her bathwater for Dr Squatch, which crashed the company’s website and later sold for thousands on eBay.

In July 2025, American Eagle ran a campaign titled “Sydney Sweeney Has Great Jeans,” sparking accusations of racial insensitivity and male‑gaze marketing. Sweeney told an outlet she was shocked by the fallout, saying, “Anyone who knows me knows that I’m always trying to bring people together. I’m against hate and divisiveness.”

The Novig also drew criticism from athletes.

Former US gymnast Gracie Kramer posted footage of herself with the caption, “idk what Sydney Sweeney was doing, but this is what a woman in sports looks like.” International rugby player Sofie Fella called the campaign “disrespectful” to women who have worked to separate athletic achievement from appearance.

Sweeney responded on Instagram with images of celebrated sportswomen such as Serena Williams, who has posed nude.

A Sydney pal disputed claims that Braun shook up her team, saying, “She’s had the same group around her for years. Stewart Brookman is the only lawyer she’s ever had.

Jennifer Millar was her longtime agent before becoming her manager in November 2025, and Hannah Tenenbaum has been her brand agent from the beginning.” The pal added, “From what I hear, SYRN is calling around looking for help from branding experts.”

The CEO of Novig, Jacob Fortinsky, said that Sweeney herself drove much of the creative direction: “It really was Sydney who was driving a lot of the visuals and the messaging,” he told an outlet. An industry source added, “I don’t know if this is going to end well.”

## What Happens Next

Sweeney’s business ventures are expanding beyond film. SYRN launched with a dramatic Hollywood‑sign teaser, and the brand is backed by investment firm Coatue Management, which has $1 billion in funding from Jeff Bezos and Dell CEO Michael Dell. The actress seeks to own a stake in what she sells rather than simply collect endorsement fees.

She has also produced several of her own movies through Fifty‑Fifty films, including *Christy*, *Anyone But You*, and *The Housemaid*. Her upcoming projects—*The Housemaid’s Secret*, the Netflix film *Gundam*, and Lucky Chap’s *Hollow*—position her for continued visibility.

Her representation shift from ImPRint PR to CAA and now Lede Company signals a new strategic direction. Major brands still want her, and CAA reportedly fought to represent her even after she left. Whether Sweeney can keep turning controversy into commerce before the risk of overexposure grows remains to be seen.

In a field where image is everything, the question shifts from who’s pulling the strings to how Sweeney navigates the line between provocation and product. For now, she appears to be steering her own ship—though industry insiders are still uncertain if that voyage will remain smooth.