In a powerful showcase during Super Bowl LIX, Nike debuted its new brand anthem, “So Win,” marking a defining moment in its ongoing support of athletes, particularly women in sport. The 60-second commercial — crafted by creative agency Wieden and Kennedy — isn’t just an advertisement; it’s a celebration of defying expectations and redefining what it means to win.
Nike’s latest anthem speaks directly to those athletes who have been told they can’t, shouldn’t, or won’t succeed. It focuses on women athletes who continue to challenge and break through the barriers set before them, proving time and again that their determination and skill are undeniable. This message resonates deeply with the growing wave of female athletes whose hard work is redefining the landscape of sport.
The campaign features an impressive roster of Nike’s signature athletes, including Sha’Carri Richardson, A’ja Wilson, Sabrina Ionescu, Caitlin Clark, Jordan Chiles, Juju Watkins, Sophia Wilson (formerly Smith), and Alexia Putellas. These athletes, whose performances continue to captivate audiences, are the heart of the anthem. They stand as living proof that success in sport isn’t just about meeting expectations — it’s about exceeding them, no matter the odds.
Nike’s message is clear: Women’s sport is not the future; it is the present. As Ionescu puts it, “We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before.” The brand’s anthem encourages athletes, especially women, to block out the noise and focus on what matters: hard work, persistence, and embracing one’s full potential.
“Commanding attention isn’t about being the loudest in the room,” says Ionescu. “It’s about making sure that when you step up, everyone takes notice.” This sentiment perfectly encapsulates the ethos of Nike’s campaign — a call for athletes to step into their power, challenge societal norms, and rewrite the rules of what is possible.
Nike’s Chief Marketing Officer, Nicole Graham, emphasized the brand’s commitment to prioritising the athlete’s voice. “At Nike, we make sure the athlete is at the centre of everything we do, from product creation to storytelling,” she said. The “So Win” anthem, featuring voiceover by Grammy-award-winning artist Doechii, illustrates Nike’s ongoing dedication to amplifying these athletes’ journeys, with the spotlight on their authenticity and achievement.
The ad comes at a pivotal moment for women’s sport, which has seen tremendous growth in viewership, sponsorships, and media coverage. Nike’s anthem captures this momentum, making it clear that success for these athletes isn’t about following a script but about writing their own. The ad’s visual and auditory impact, directed by Kim Gehirg, known for helming Nike’s “Winning Isn’t For Everyone” Olympic campaign, reflects the fierce determination and relentless ambition of the athletes it showcases.
The “So Win” campaign extends beyond the Super Bowl commercial, featuring still photography, athlete extensions, and a robust social media initiative that further amplifies the voices of these women. The call to action is simple: Win, however it takes.
For Nike, this isn’t just another ad — it’s a celebration of those who push boundaries and forge paths for future generations of athletes. As Jordan Chiles so eloquently puts 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.”
Nike’s anthem affirms what many have known for years: The future of sport is already here, and it’s powered by women.
Source: https://about.nike.com/en/newsroom/releases/nike-so-win-brand-anthem
