NIKE unveils 'So Win' campaign during Super Bowl LIX

NIKE returns to the Super Bowl after 27 years, unveiling its 'So Win' campaign during Super Bowl LIX. The commercial celebrates some of the world's top female athletes including Olympic gold medalist gymnast Jordan Chiles, basketball players Caitlin Clark, A'ja Wilson and Sabrina Ionescu, sprinter Sha'Carri Richardson, current world No. 1 tennis professional Aryna Sabalenka, and footballer Sophia Wilson.

Women athletes can't stand out. Or so they're told.

They can't have an attitude. Can't deliver. Can't fill a stadium.

Sportswear giant NIKE has a different perspective, encouraging women athletes to do it anyway — that mantra is at the heart of Nike's new brand anthem, 'So Win,' which speaks to female athletes who play to win despite constantly being told what they can't do and who they can't be. Created by Wieden+Kennedy Portland, the campaign is Nike's first Super Bowl commercial since 'Swoosh This' in 1998.

The campaign spotlights female athletes who are rewriting the perception of sports. High-profile athletes including Caitlin Clark, A'ja Wilson, Sophia Smith Wilson, Sha'Carri Richardson and Sabrina Ionescu star in the black-and-white film, directed by Kim Gehrig with music from Led Zeppelin's Whole Lotta Love. Rapper Doechii provides the voice-over for the commercial, speaking about overcoming stereotypical limitations.

'Women’s sport isn't the future, it's right now. We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before,' states Sabrina Ionescu.

Unveiled during Super Bowl LIX, 'So Win' includes an anthem, athlete extensions, still photography and a social media campaign that illustrate Nike's belief in the power of sport. Through the anthem voiced by Grammy award-winning rapper Doechii, their confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.

'We're not waiting for permission anymore. We know our worth, we know our impact and we're making sure everyone else does too.' says A’ja Wilson. 

There has been an exponential rise of women athletes in recent times. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing — it’s created an undeniable energy that's expanded the athletic landscape. It also reflects the power, skill and promise of these athletes putting in the work.

Per Wasserman’s The Collective and RBC, women’s sports are estimated to account for 20 percent of all sports coverage in the U.S. this year, up from 6 percent in 2019. Additionally, 82 percent of brands plan to increase their budgets for women’s sports this year, according to Sports Innovation Lab’s 2025 Women’s Sports Media Benchmarking Survey.

'Women's sport isn’t the future, it’s right now. We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before,' says Sabrina Ionescu. 'Commanding attention isn't about being the loudest in the room. It's about making sure that when you step up, everyone takes notice.'

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

'You don’t wait for attention, you take it. You put in the work; you stay ready; and, when the moment comes, you own it,' says Chiles. 'Winning isn’t just about medals. It’s about overcoming, about proving to yourself that you’re capable of more than you ever imagined. And doing it all authentically.'

So win, whatever it takes.

A sportswear giant standing behind women athletes is empowering, particularly when it is broadcasted during one of the most-watched games of the year. The commercial AIRING coincided with the release of t-shirts inspired by the campaign – one emblazoned with 'So Win' and the other with its 'Just Do It' motto surrounded by athletes. Both retail for $45 and will be followed by t-shirts featuring the individual athletes. 

NIKE will be releasing t-shirts from Sabrina Ionescu, A’ja Wilson, and Caitlin Clark with designs that can be previewed on Nike's website. On Feb. 28, another batch of t-shirt designs will be revealed from Jordan Chiles, Sha'Carri Richardson, JuJu Watkins, Paige Bueckers, Mallory Swanson and Sophia Smith.

NIKE's past efforts to empower female athletes

NIKE has always been empowering female athletes through campaigns, sponsorships, and initiatives aimed at breaking barriers in sports. In the 1990s, the sportswear giant launched its famous 'If You Let Me Play' campaign, highlighting societal benefits of encouraging girls to participate in sports. 

This campaign played a crucial role in shifting public perception and promoting gender equality in athletics. NIKE also became a sponsor of women's sports leagues, including partnerships with the Women's National Basketball Association and U.S. Women’s National Soccer Team. By endorsing top female athletes like Serena Williams, Mia Hamm, and Megan Rapinoe, NIKE provided a global platform for women in sports.

Beyond advertising and sponsorships, NIKE invested in grassroots initiatives to provide opportunities for young female athletes worldwide. The company launched the "Made to Play" program, which focused on increasing access to sports for girls, particularly in underserved communities. Additionally, NIKE collaborated with organisations such as Girls Inc. and Women Win to support leadership development for young women. These efforts collectively underscore Nike’s dedication to promoting inclusivity, equity, and long-term growth in women’s sports.