Courtesy of Nike
For the first time since 1998, Nike aired a commercial during the Super Bowl. The focus of Nike’s Super Bowl comeback? Highlighting women in sports.
Nike’s commercial “So Win” features Jordan Chiles, Caitlin Clark, Sabrina Ionescu, Alèxia Putellas, Sha’Carri Richardson, Aryna Sabalenka, JuJu Watkins, A’ja Wilson, and Sophia Wilson, all athletes who have been game changers for their sports.
The ad comes after a successful and record breaking year for women’s sports with expansions and historic rises in viewership, attendance, and national coverage. “So Win” seeks to uplift these athletes and women’s sports, while also giving insight into the female perspective and impossible standards placed upon women.
Led Zeppelin’s “Whole Lotta Love” plays in the background of Nike’s ad while Grammy-winning rapper Doechii narrates the expectations a patriarchal society has placed on women athletes.
“You can’t be demanding. You can’t be relentless. You can’t put yourself first. So… put yourself first. You can’t be confident. So be confident. You can’t challenge. So challenge. You can’t dominate. So dominate. You can’t flex. So flex. You can’t fill a stadium. So fill that stadium. You can’t be emotional. So be emotional. You can’t take credit. You can’t speak up. You can’t be so ambitious. You can’t break records. You can’t have any fun. You can’t make demands. You can’t be proud. You can’t keep score. You can’t stand out.”
The commercial concludes with, “Whatever you do, you can’t win… So WIN.”
Courtesy of Nike
Nike also has posters for their “So Win” Brand Anthem featuring athletes from the commercial with quotes that further encourage and empower other women athletes.
Chiles said, “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. 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,” and, “We’re showing that success in sport isn’t one-size-fits-all. We bring personality, power and authenticity to everything we do, and that’s why the culture is shifting.”
Clark said, “Athletes move the game forward — whether that’s breaking records, changing how people see the sport or just inspiring the next generation. It’s not just about what happens on the court, but the impact that lasts way beyond it.”
Ionescu said, “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. Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”
Putellas said, “The world is watching right now, and we’re making sure they don’t look away.”
Richardson said, “Athletes don’t just put on a show — we set the standard. We shift mindsets, break barriers and shape what’s next. This isn’t just sport, it’s a movement. It’s culture.”
Watkins said, “Winning isn’t just about talent — it’s about consistency. It’s about the work you put in when no one’s watching, the belief in yourself when things get tough and the ability to block out the noise and just play.”
A’ja Wilson said, “Athletes shape the game, but we also shape the world around it. We’re the storytellers, the game-changers, the ones who take what came before us and make it even better,” and, “This moment is everything we’ve worked for, especially those who have come before and really paved the way. Women’s sports aren’t just growing, they’re transcending.”
Courtesy of Nike
Even when women’s sports are more popular than they ever have been before, women are still criticized for their every move, including for things that nobody would bat an eye at if a man did them. The ad, taking up a minute during the most popular sporting event of the year, is so validating to the women who have faced these impossible expectations, while also empowering women to not be stopped by them.
“We’re not waiting for permission anymore. We know our worth, we know our impact and we’re making sure everyone else does too,” said A’ja Wilson for Nike.
Nike is investing in women’s sports and so should you. Just Do It.
Edited by Giana Robertaccio
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