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Nike challenged the traditional male focus of the Super Bowl LIX audience by prominently featuring female athletes in their advertising. The campaign highlighted stars like gymnast Jordan Chiles, basketball players Caitlin Clark, A’ja Wilson, and Sabrina Ionescu, sprinter Sha’Carri Richardson, and soccer player Sophia Wilson, putting women’s sports in the spotlight.
Nike’s Super Bowl campaign featured its new brand anthem, “So Win. ” The song celebrates the power of sports and marks a return to athlete-focused narratives. The campaign encourages athletes to tune out distractions, persevere, and let their dedication and performance speak for themselves.
According to Nike’s Chief Marketing Officer, Nicole Graham, the company prioritises athletes in all aspects of its work, from product development to marketing. She emphasised that Nike excels when it champions athletes’ voices, effectively making them the company’s own.
‘This brand anthem, starring top Nike athletes, demonstrates how we can motivate everyone to achieve their own personal definition of success’, she said.
A 60-second anthem, narrated by rapper and songwriter Doechii, accompanies the campaign. Released during a period of remarkable growth for women’s sports, marked by record viewership and sold-out arenas, Nike asserts that this campaign demonstrates the undeniable energy women’s sports have brought to the entire athletic landscape, going beyond mere growth.
Nike athlete Sabrina Ionescu emphasises the present prominence of women’s sports, “Women’s sports aren’t the future; they’re happening now. The packed arenas, impressive TV ratings, and unprecedented fan engagement prove it.” She adds, “True leadership isn’t about being the loudest voice; it’s about delivering impactful performances that command attention.”
This campaign builds on Nike’s recent commitment to women’s basketball, following A’ja Wilson’s launch of her signature shoe and apparel line earlier this month and last year’s release of Jordan sneakers inspired by female basketball players, both of which were informed by insights from the women’s game.
The “So Win” campaign may represent a new era in sports advertising, where authenticity and athlete-driven narratives take centre stage. It’s a sign that brands recognise the power of connecting with audiences on a deeper, more meaningful level.
