Nike returns to Super Bowl after 27 years with 'So Win'

Nike's new brand anthem "So Win" has taken centre stage during Super Bowl LIX, marking the brand's return to the event after 27 years. The 60-second ad, developed by Wieden+Kennedy Portland and directed by Kim Gehrig, focuses on the evolving presence of women in sport.

Featuring athletes such as Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha'Carri Richardson, A'ja Wilson, and Sophia Wilson, the ad highlights the challenges they face and the progress being made. The voiceover by Grammy-winning artist Doechii reinforces themes of perseverance and defiance against long-standing limitations placed on female athletes.

More than an anthem, “So Win” is a celebration of the power of sport, harnessing Nike’s iconic roster to encourage all athletes to block out the noise, dig in and let their hard work speak for itself.

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Nike has a long history of leveraging high-profile moments to push cultural conversations forward, and "So Win" continues that tradition. The final shot of Chiles forming the shape of the Nike swoosh was a deliberate visual cue, linking the brand's legacy to the new generation of athletes redefining success on their own terms.

The brand's return to the Super Bowl was notable not just for its timing but for the message it conveyed. "So Win" challenges outdated perceptions about visibility. The ad juxtaposed societal expectations with the reality of sold-out stadiums, record-breaking performances, and athletes commanding global attention.

In a statement seen by MARKETING-INTERACTIVE, Nike said that it offers a call to athletes across the globe to "do it anyway - and redefine the expectations of sport along the way," and a stance that "there's nothing wrong with wanting to be the best."

"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," said Sabrina Ionescu in the release. "Commanding attention isn't about being the loudest in the room. It's about making sure that when you step up, everyone takes notice."

The conversation around gender equity in athletics continues to evolve, with ongoing debates about investment, media coverage, and opportunities for women across different sporting disciplines.

Recent controversies, such as disparities in NCAA tournament facilities for men and women, the ongoing fight for equal pay in women's professional sports, and the limited primetime coverage of women's leagues, highlight persistent challenges. The debate over NIL (name, image, and likeness) deals has also raised questions about whether female athletes receive the same opportunities and endorsement deals as their male counterparts.

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

Apart from the 60-second ad, "So Win" also includes athlete extensions, still photography, and a social media campaign, Nike said. MARKETING-INTERACTIVE has reached out to Nike for more information.

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