Nike’s latest ad, ‘So Win’, made waves during Super Bowl 59, delivering a powerful and unapologetic message about defying expectations and breaking barriers. The ad challenges long-standing stereotypes that have surrounded female athletes for decades, turning negative phrases into motivational calls to action.
A Rebellion Against Doubt
The commercial is structured around a series of phrases that women in sports often hear:
“You can’t be demanding.”
“You can’t be relentless.”
“You can’t put yourself first.”
“You can’t be confident.”
Each time a doubt is presented, Nike counters with an empowering directive:
“So be relentless.”
“So put yourself first.”
“So be confident.”
By the end of the ad, the message is clear: You can’t win? So WIN.
Star Power and Symbolism
Nike’s ad doesn’t just rely on words—it backs up its message with some of the most influential female athletes in the world. Featured in the ad are Caitlin Clark, Alexia Putellas, Aryna Sabalenka, Sabrina Ionescu, Juju Watkins, Jordan Chiles, Sha’Carri Richardson, A’ja Wilson, and Sophia Smith. Their dominance across basketball, soccer, gymnastics, and track and field embodies Nike’s message that women belong at the top of their sports.
Music That Amplifies the Message
The commercial is set to Led Zeppelin’s “Whole Lotta Love”, an unexpected but high-energy track that contrasts the traditional narrative of female empowerment ads. While some found the song choice ironic, it effectively highlights a rebellious, fearless spirit, reinforcing the idea that women in sports don’t need to follow the rules—they set their own.
Fan Reactions: Mixed but Impactful
Nike’s bold stance sparked widespread discussion. While many praised the ad for its empowerment, energy, and strong visual storytelling, others questioned whether the struggles presented were still relevant in today’s sporting world.
“Who doesn’t want girls to win? You guys making up boogeymen to sell shoes?” – @brandonboyer5355
“This is THE commercial! Very inspiring!” – @sunshineblazzin
“I need this on a sweatshirt.” – @ShopaholicSharika
“This literally made me cry. This was for the girls. It was shot so well. The women are powerful. The music is amazing.” – @Amelody333
Despite some skepticism, the ad resonated deeply with many fans, particularly young athletes who saw themselves in the commercial’s message.
Nike’s Commitment to Women in Sports
This ad isn’t just a one-time statement—it’s part of Nike’s ongoing commitment to elevating female athletes. From investing in women’s leagues to creating exclusive female-centered product lines, Nike continues to push for equal representation in sports marketing.
One viewer perfectly captured the sentiment of the ad:
“Put winning first. Just do it.” – @animeshsingh3808
Final Thoughts
Nike’s ‘So Win’ commercial is a bold, empowering, and unapologetic rallying cry for female athletes everywhere. By turning doubt into defiance, it sends a clear message: Women don’t just belong in sports—they dominate them.
So what do you think? Did Nike’s message inspire you? Drop your thoughts in the comments below!
