Ava Mize

Tag: nike

  • Nike’s ‘So Win’ Campaign Takes the Super Bowl LIX by Storm 

    Nike’s ‘So Win’ Campaign Takes the Super Bowl LIX by Storm 

    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

  • Nike’s CSR Initiative: The “Dream Crazier” Campaign 

    Nike’s CSR Initiative: The “Dream Crazier” Campaign 

    Nike has been a leader in promoting gender equality, focusing on empowering female athletes. One of its most impactful CSR initiatives was the “Dream Crazier” campaign launched in 2019. This campaign aims to challenge stereotypes, advocate for equal opportunities in sports, and celebrate female athletes. 

    The “Dream Crazier” campaign extends Nike’s ongoing commitment to diversity and inclusion in sports. It was released as a follow-up to the brand’s “Dream Crazy” campaign with Colin Kaepernick, which focused on social justice. This campaign shifted the focus to women, aiming to combat gender bias within the sports industry. 

    The campaign, narrated by Serena Williams, highlights the struggles and triumphs of female athletes who have been called ‘crazy’ for pushing boundaries. This campaign has featured athletes such as: 

    • Simone Biles for breaking records despite the criticism she has received 
    • Ibtihaj Muhammad for competing while wearing a hijab 
    • Caster Semenya for fighting for her right to compete 
    • Megan Rapino for advocating for equal pay and LGBTQ+ rights 

    Nike decided to showcase these athletes to address deeply rooted biases and reinforce the message that women’s ambition in sports should be celebrated. 

    Nike’s Communication Strategies: 

    Video Storytelling: 

    To show emotion in the campaign, Nike released a 90-second commercial that aired for the first time during the 2019 Oscars. The ad featured strong and inspiring visuals and Serena Williams’s powerful narration. 

    “If we show emotion, we’re called dramatic. If we want to play against men, we’re crazy. If we dream of equal opportunity, we are delusional. But a woman running a marathon was crazy. A woman boxing was crazy. Coaching an NBA team– crazy. Until we did it.” 

    Social Media Engagement: 

    Nike used social media platforms like Instagram, X, and YouTube to reach as many people as possible. It used the hashtag #DreamCraizer to encourage the public to participate in the campaign. This hashtag allowed other athletes to share their dreams and aspirations that were perceived as ‘crazy.’ The campaign’s video was also shared online and generated millions of views within a few days.  

    Influencer and Athlete Advocacy: 

    Nike strategically used high-profile athletes in this campaign to extend its reach as much as possible. Serena Williams, a long-time advocate for women in sports, was the campaign’s first ambassador and narrator. Other athletes, like Billie Jean King, joined the conversation to reinforce the brand’s overall message. 

    Brand Activations and Engagement: 

    Beyond spreading the campaign online, Nike enforced the campaign’s impact by donating and supporting non-profits and organizations that focus on inclusion in women’s sports

    • Funded girl’s sports programs in an attempt to increase participation 
    • Partnered with coaching organizations to support female leadership in sports 
    • Launched the Nike Training Club program focused on empowering young female athletes

    This campaign was very successful for Nike as a brand and for its overall cultural influence. It received a substantial audience reception and was praised for its authenticity, representation, and emotional impact. There was a massive reach and increased engagement on their social media platforms. 

    However, with all successes comes criticism. Skeptics questioned Nike’s commitment to women’s rights regarding their allegations about unequal pay for female-sponsored athletes. This shows the importance of ensuring the company’s policies consistently back corporate social responsibility messaging.  

    https://www.forbes.com/sites/abinlot/2019/02/28/nike-and-serena-williams-inspire-women-to-dream-crazier-with-new-campaign/