Written by Kianna Best on Feb 10, 2025. Posted in General Interest

Nike returns to the Superbowl

After a 27-year hiatus, Nike made a triumphant return to the Super Bowl advertising stage during Super Bowl LIX with its compelling So Win campaign. This 60-second commercial, created in collaboration with Wieden+Kennedy Portland, shines a spotlight on female athletes, celebrating their achievements and addressing the unique challenges they face in the sports world.

Narrated by Grammy-winning artist Doechii and directed by Somesuch’s  Kim Gehrig, the ad features a dynamic lineup of athletes, including basketball stars Caitlin Clark, A'ja Wilson, JuJu Watkins, and Sabrina Ionescu; soccer player Alexia Putellas; tennis champion Aryna Sabalenka; sprinter Sha'Carri Richardson; and soccer player Sophia Wilson. Set to the powerful backdrop of Led Zeppelin's Whole Lotta Love, the commercial juxtaposes societal doubts with the athletes' undeniable successes. Phrases like "You can't fill a stadium" are countered with visuals of packed arenas, emphasizing the message: "Whatever you do. You can't win. So WIN."

“At Nike, we make sure the athlete is at the center of everything we do, from product creation to storytelling,” said Nicole Graham, Chief Marketing Officer, NIKE, Inc. “We are at our best when we are representing the voice of the athlete and their voice becomes our voice. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them.”

The commercial has garnered widespread acclaim for its empowering message and exceptional execution. It was awarded the 2025 Super Clio Award for the most creative ad aired during Super Bowl LIX. The Super Clio jury praised the ad for its "pitch perfect pacing, script and message of strength," noting that it "stood out for its pitch perfect pacing, script and message of strength."

Nike's decision to feature prominent female athletes in its Super Bowl return reflects a broader cultural shift towards recognising and celebrating women's sports, as well as aligning with the brand’s own image shift to a messaging rooted in reawakened authenticity. The ad not only highlights the athletes' prowess but also challenges outdated perceptions, encouraging viewers to redefine what it means to win.

Images courtesy of Nike