Nike’s ‘So Win’ campaign is more than just an ad
The sportswear giant broke its 27-year Super Bowl ad hiatus by showing that women belong on the world’s biggest stages
Nike made its comeback to the Super Bowl ad space with a commercial highlighting women athletes. (James Timmins)
After a 27-year absence from the Super Bowl ad space, Nike has made its return — this time with a powerful statement on representation.
Instead of leaning on legacy icons or rehashing past successes, the sportswear giant is spotlighting the present and future of sports — women athletes. In an era where female athletes are commanding record-breaking viewership and filling stadiums, Nike’s “So Win” campaign is not just an ad, it’s a cultural moment.
The 60-second clip, created by Portland, Ore.-based agency Wieden+Kennedy, features some of the most dominant women in sports today, including WNBA stars Caitlin Clark, A’ja Wilson, and Sabrina Ionescu, Olympic gold medalist Jordan Chiles, world champion sprinter Sha’Carri Richardson, and world number-one tennis player Aryna Sabalenka.
The ad is set to Led Zeppelin’s 1969 classic “Whole Lotta Love,” and narrated by Grammy-winning rapper Doechii, whose voice adds urgency and grit to the message, “You can’t make demands. You can’t be proud. You can’t keep score. You can’t stand out. Whatever you do, you can’t win. So win.”
For decades, women’s sports have fought for the recognition, resources, and respect that their male counterparts take for granted. The narrative has long been that women’s sports are the “future,” but as Ionescu aptly puts it in Nike’s press release, “Women’s sport isn’t the future, it’s right now.”
This ad isn’t just about promoting apparel, it’s about breaking down the barriers that have historically sidelined women athletes. By placing them front and centre during one of the most-watched events in the world, Nike is reinforcing the fact that female athletes aren’t just here to participate, they are here to dominate.
The visibility of these women on a stage as massive as the Super Bowl signals a cultural shift — one that recognizes their excellence, marketability, and influence.
Representation matters, and this campaign amplifies voices that have often been overlooked. For young girls watching, seeing athletes who look like them, who have overcome challenges similar to theirs, can be life-changing. It’s not just about showcasing success, it’s about proving that the path to greatness is one they, too, can walk.
The inclusion of soccer stars Alexia Putellas and Sophia Wilson (formerly Sophia Smith), as well as college basketball phenoms Paige Bueckers and JuJu Watkins, underscores the depth of talent across multiple sports, further breaking down the myth that only certain women’s sports are “worthy” of attention.
The accompanying “So Win” version of the brand’s “Just Do It” T-shirt reinforces this message of unity and excellence, featuring an all-star lineup of women athletes. By turning these players into cultural icons beyond their respective sports, Nike is demonstrating the commercial viability of women’s athletics — a move that, if replicated across industries, could help close long-standing gender gaps in sponsorships, pay, and media coverage.
Nike’s last Super Bowl commercial in 1998 featured WNBA legend Lisa Leslie alongside other Olympic and professional athletes. But in a time when women’s sports were still an afterthought in mainstream advertising, that campaign barely scratched the surface of what was possible.
Now, with packed arenas, soaring T.V. ratings, and social media amplifying their voices, female athletes are no longer just a part of the conversation — they are the conversation.
Beyond the inspiring visuals and star-studded lineup, Nike’s “So Win” campaign signals a broader shift in the industry. It highlights a pivot from algorithm-driven marketing to athlete-driven storytelling — one that prioritizes real people over predictive data.
As Nike’s Chief Marketing Officer Nicole Hubbard Graham puts it, the brand is looking to “get back to athletes over algorithms.” That commitment is crucial in an era where corporations often chase trends rather than lead them.
Nike’s return to the Super Bowl isn’t just a moment, it’s a movement — one that says women athletes belong on the biggest stages, their talent is undeniable, and their impact is only just beginning.
The message is clear — they can’t be ignored, so win.
