Nike is back after 28 years with Super Bowl campaign So Win

The campaign was created by Wieden+Kennedy Portland

Nike as a brand had completely lost its way. Market share, stock market value, visibility and bravado melted away in recent years. But the brand seems to be coming back to life. For the first time in 28 years, Nike came up with a Super Bowl campaign, titled So Win . The campaign was created by Wieden+Kennedy Portland. It is Nike's first Super Bowl commercial since Swoosh This in 1998.

The campaign spotlights female athletes who are rewriting the rules of sports and society. 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 and featuring music from Led Zeppelin's Whole Lotta Love . Rapper Doechii provides the voice-over for the commercial, talking about overcoming stereotypical limitations.

Nike’s focus on female athletes comes at a time when women’s sports are experiencing an unprecedented increase in attention, support and investment. According to research from 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. During a press preview of the film, Smith Wilson expressed hope that the ad will reach new audiences who don’t watch women’s sports.

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