THE AD: In the male-dominated Super Bowl, Nike’s “So Win” shifts the spotlight to women athletes who are changing the game in their respective sports. With a voiceover by rapper Doechii, the film addresses the fact that female athletes–and women generally–are always told what they can’t or shouldn’t do. In true Nike style, the brand turns the table on this outdated narrative and champions these athletes’ audacious dreams and victories.
MY HOT TAKE: I’ll say it up front: Nike made the best Super Bowl ad of the year. Here’s why.
First, there’s the impressive craft. The cinematography and black and white film will help this stand out in a sea of chromatic, formulaic Super Bowl spots. Kudos to agency Wieden+Kennedy Portland and director Kim Gehrig, who also shot Nike’s 2024 Olympics ad, “Winning Isn’t For Everyone” (and numerous other lauded commercials).
Beyond the way it looks, I appreciate that Nike has given the stage to women in a male-dominated arena–and at a time when bro culture dominates the political sphere and seeps into advertising. While other brands have recently dialed back their commitments to diversity, equity, and inclusion (DEI), Nike holds firm. That’s always been a natural part of Nike’s identity, and why the brand has resonated through generations.
Finally, much has been written recently (including by me) about Nike’s big marketing challenges as it tries to turn around the business. People have questioned whether Nike has lost the creative edge that defined its brand. But this Super Bowl ad reminds us that it’s still got the heart to carry it through these challenges. Nike remains one of the few brands that when it makes a statement, we all sit up and listen.
Watch Nike’s Super Bowl 59 ad, “So Win,” below.
