Quick Summary
- A powerful message. Nike’s “So Win” campaign challenges the double standards faced by female athletes and encourages them to push forward despite the criticism.
- A star-studded lineup. Featuring athletes like Caitlin Clark, Sha’Carri Richardson, and A’ja Wilson, the ad is packed with sports icons redefining the game.
- Viral impact. The campaign racked up over 66 million views on Instagram in just a day, making it one of Nike’s most-watched videos ever.
Background
Nike’s return to Super Bowl advertising after 27 years was about making a statement. Historically, the company has rarely invested in Super Bowl commercials, preferring to let its brand sprint ahead through athlete endorsements, viral digital campaigns, and global sports moments.
The last time Nike suited up for a Super Bowl ad was in 1996, with its “Good vs. Evil” campaign, a cinematic battle between legendary soccer players and demonic foes.
In the decades since, Nike has dominated mastered the art of marketing without a microphone, rolling out iconic campaigns like:
- “Just Do It” (1988): A slogan that became a movement.
- “Find Your Greatness” (2012): A celebration of everyday athletes during the London Olympics.
- “Dream Crazy” (2018): Featuring Colin Kaepernick, sparking worldwide debate and engagement.
Nike’s reluctance to return to Super Bowl advertising reflected its confidence in digital marketing. But with competitors like Adidas and Under Armour stepping up their game, Nike needed to remind the world who still owns the podium.
Nike needed to reconnect with a broad audience in a way that felt relevant, urgent, and deeply impactful.
And reconnect, they did.
Campaign Overview
“So Win” takes on the relentless criticism that female athletes endure, flipping the script with a powerful, defiant tagline:
“Whatever you do, you can’t win. So win.”
In other words: No matter what women in sports do, someone will always have something to say—so they might as well shut out the noise and score anyway.
The 60-second, black-and-white ad, narrated by rapper Doechii, showcases a powerhouse lineup of female athletes who have faced—and conquered—doubt, scrutiny, and stereotypes:
- Basketball star Caitlin Clark
- Track and field champ Sha’Carri Richardson
- WNBA MVP A’ja Wilson
- Olympic gymnast Jordan Chiles
- Basketball phenom Sabrina Ionescu
- Soccer superstar Sophia Smith
The visuals capture the relentless pressure these athletes face—whether it’s being called too aggressive, too emotional, too confident, or not confident enough.
The overall effect is a framing of these athletes as symbols of resilience, talent, and undeniable greatness. The message is clear: Whatever critics say, whatever obstacles appear, the only thing that matters is winning—on their own terms.
Key Success Factors
A message that hits home
With this ad, aired during the Super Bowl for maximum reach, Nike made a statement. The campaign hits at the heart of an ongoing cultural conversation about gender, sports, and respect.
This cultural relevance helped the ad resonate deeply with both sports fans and casual viewers.
Star power meets authenticity
Caitlin Clark’s buzzer-beating brilliance, Sha’Carri Richardson’s triumphant comeback, A’ja Wilson’s dominance—these are real athletes with real stories. Seeing them stand strong in the face of criticism adds weight, emotion, and authenticity to the campaign.
Emotional storytelling
The ad takes viewers through the highs and lows of being a female athlete, setting up an emotional rollercoaster. The gritty black-and-white cinematography adds to the intensity, making it feel raw, real, and urgent.
A touch of rebellion
Nike swapped flashy effects for raw, black-and-white cinematography, stripping the message down to its essence. The result is a gritty, no-nonsense visual style that amplifies the intensity. Doechii’s narration spits truth like a spoken-word anthem.
Instant virality
Within one day, the campaign exploded online:
- Broke records with 66 million Instagram views, making it Nike’s most-watched video.
- Set Twitter and TikTok on fire, sparking debates, praise, and memes.
- Drove major sports talk show discussions, from ESPN to The Ringer.
Love it or hate it, people are still talking about it—which was, of course, exactly the point.
Innovative Elements
A fresh spin on empowerment ads
Nike has always championed female athletes (see: “Dream Crazier” with Serena Williams), but “So Win” takes a more confrontational approach. Instead of just celebrating achievements, it directly calls out the negativity female athletes face daily.
Social-first strategy
Nike strategically released the ad online before the Super Bowl, ensuring maximum social engagement. By the time it aired during the big game, the conversation was already in full swing.
Unexpected but powerful narration
Doechii’s fierce, rhythmic delivery gives the ad an edge that feels more like a battle cry than a commercial. By choosing a rapper instead of a traditional sports narrator, Nike ensured that every word hit hard and stuck.
Impact and Results
With this ad, Nike dominated. The numbers speak for themselves
- Massive Instagram views. The ad garnered over 66 million views on Instagram within 24 hours, making it Nike’s most-watched video on the platform.
- Super Clio Award. “So Win” was named the best ad of Super Bowl LIX, winning the prestigious Super Clio for creative excellence.
- High engagement. The campaign sparked widespread debates and discussions across social media, sports talk shows, and news outlets, amplifying its reach beyond traditional advertising.
- Cultural impact. The ad reinforced Nike’s commitment to female athletes and gender equality in sports, further positioning the brand as a champion of representation.
- Brand visibility boost. Nike’s presence and engagement across digital platforms surged, as conversations about the ad continued to dominate online spaces.
While some critics questioned the ad’s message, calling it divisive, Nike has never shied away from sparking controversy. In fact, the debate only fueled the campaign’s reach, proving that a little pushback is sometimes the best marketing strategy.
Marketer Takeaways
- Lean into cultural conversations. The best ads don’t just promote a product—they tap into real-world discussions that people care about.
- Authenticity is key. Featuring real athletes and real struggles made this ad more powerful than any scripted spot could be.
- Social-first strategy wins. By dropping the ad online before the Super Bowl, Nike maximized engagement and built momentum leading up to the game.
- Boldness gets attention. Whether people loved it or debated it, everyone was talking about “So Win”—and that’s what makes a campaign successful.
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