After a 27-year hiatus, Nike returned with its groundbreaking “So Win” campaign during Super Bowl LIX’s commercial break. The “So Win” campaign highlights female athletes’ achievements and challenges– making a powerful statement on the world’s biggest advertising stages. Since Sunday, the campaign created by Wielden+Kennedy has obtained the 2025 Super Clio Award for creative excellence in Super Bowl advertising.
The minute-long campaign was all women’s and featured nine of the most renowned female athletes: Jordan Chiles, Caitlin Clark, Sabrina Ionescu, Alexia Putellas, Sha’Carri Richardson, Aryna Sabalenka, JuJu Watkins, A’ja Wilson, and Sophia Wilson.
Doechii, a recent first-time Grammy Award winner, narrates the ad while confronting the double standards and limitations female athletes face in sports. The commercial continues challenging these norms, showing female athletes they should challenge them. It inspires female athletes to defy expectations and dominate within their respective fields.
The “So Win” campaign has become the most-watched ad during the big game. It has also gone viral on social media platforms, with millions of shares, likes, and comments on Instagram, X, and TikTok. Hashtags like #SoWin and #NikeWomen continue to trend globally, allowing users to express their own stories about overcoming adversity in sports.
Celebrity figures outside the sports world have begun sharing this significant message on their platforms. Michelle Obama has praised the ad for its inspiring and empowering message to young girls. Reese Witherspoon shared the commercial, calling it a ‘game-changer for women’s representation in advertising”.
This campaign arrived at a pivotal moment for women’s sports. As Sabrina Ionescu stated, “Women’s sport isn’t the future; it’s right now.” The “So Win” anthem tapped into the undeniable energy surrounding today’s women athletes, reflecting a more significant cultural shift toward greater recognition of support for women in sports.
For Nike, this campaign represents more than just advertising. It is a statement of their values and strong commitment to the stories of athletes. By joining this cultural movement, they as a brand, are supporting women and reinforcing their strong position as a leader within the sports industry.
“So Win” is a powerful statement on the state of women’s sports worldwide—it calls for action for athletes everywhere. Celebrating the achievements of women athletes and challenging society’s expectations, Nike is elevating these women and inspiring the next generation to push past the boundaries set for them and rewrite women’s sports perception and industry.
https://about.nike.com/en/newsroom/releases/nike-so-win-brand-anthem
Ava Mize 