Nike's first Super Bowl ad in 27 years put women athletes front and center / Nike "So Win"

The problem

In 2025, viewership for women's sports was growing like never before. And yet women athletes were still getting criticized every time they showed confidence, competitiveness, or ambition. This 60-second spot, made by Wieden+Kennedy Portland, landed right in the middle of that tension.

The insight

Don't stand out, don't show attitude, don't speak up, don't break records — women athletes have heard it all before. Nike's answer was simple: win anyway.

The idea

Shot in cinematic black and white, the ad is narrated by Grammy winner Doechii, with Led Zeppelin's "Whole Lotta Love" playing underneath. It speaks directly to athletes who've been told again and again what they can't do.

What happened

The ad became Nike's most-watched video ever on Instagram. A Zappi study found it scored high on both sales impact and brand impact, and it won Best Big Game Ad at the Super Clios. It also sparked plenty of debate, with praise and pushback spreading across the internet at the same time.

Afterthought

CMO Nicole Graham said the goal was to "let the athletes' voices become our voice." There's something bold about skipping flashy production and letting black-and-white footage and the athletes' own words carry the whole thing. It feels like Nike finding its way back to basics.

Featured in

• Until They Return to the Same Sky, the Same Line20 years, 27 years, 27 years, 33 years, and over 50 years.

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