Twenty-seven years of silence. Then BOOM! Nike crashes back into Super Bowl advertising like your coolest aunt showing up fashionably late to the family reunion. But hey, when you’re about to flip the entire sports narrative on its head, timing isn’t just everything… it’s the whole game. And on February 9th, 2025, Nike didn’t just crash advertising’s biggest party, they redefined it with their winning message.
Picture this: The most-watched television event in America, traditionally dominated by beer-chugging bros and muscle car fantasies, is suddenly interrupted by a squad of athletic goddesses who clearly missed the memo about “staying in their lane.” In their electrifying “So Win.” spot, Nike assembled an Avengers-level lineup of sports titans. Caitlin Clark’s basketball sorcery, Sha’Carri Richardson’s track-burning speed, Aja Wilson’s court dominance, Aryna Sabalenka’s tennis fury, Jordan Chiles’ gravity-defying gymnastics, each one a living testament to what happens when you hear “you can’t” and respond with “watch me.”
The Revolutionaries’ Playbook
Each frame of this masterpiece takes a sledgehammer to the glass ceiling. “You can’t challenge. You can’t be demanding. You can’t be emotional.” But instead of accepting these barriers, Nike flips the script, transforming each “you can’t” that’s ever been hurled at women into a dare. “You can’t put yourself first, so put yourself first.” The message builds to its powerful crescendo: “Whatever you do, you can’t win. So win.” It’s not just defiance, it’s a revolution in sixty seconds.
Perfect Timing, Perfect Stage
The timing of the ad? Chef’s kiss. 10 out of 10. No notes. Nike boldly declared “Make room” on a male-centered stage, choosing the Super Bowl—the holy grail of masculinity in sports—to unveil their feminine tour de force – which is nothing short of brilliant. Nike saw an opportunity to make waves with this current momentum and ran (as fast as Sha’Carri) right to advertising’s biggest stage.
This timing aligns perfectly with an unprecedented surge in women’s sports popularity and viewership. College sensation Caitlin Clark is shattering records on the court and the TV, with her games drawing millions of viewers. The WNBA just logged its most-watched season in 24 years. Women’s soccer viewership has skyrocketed and female athletes are commanding attention and respect like never before, especially after last summer’s Olympic Games.
The Voice of Victory
Behind every revolution, there’s a voice that ignites it (in this case, narrates it). And Nike? They chose a Grammy-winning match to light their fuse. Enter Doechii, fresh off her historic Grammy win and apparently allergic to the word “can’t.” Just like Nike, Doechii understands perfect timing. She dropped a new song, “Nosebleeds,” shortly after winning her Grammy with lyrics that feel like they were stolen from Nike’s creative brief: “Will she ever lose? Man, I guess we’ll never know.” (Spoiler alert: She won’t, and they’re shook.) Doechii is the third black woman to ever win Best Rap Album at the Grammy’s, and in her acceptance speech she speaks exactly to what Nike’s ad digs at:
“Don’t allow anybody to project any stereotypes on you that tell you that you can’t be here, that you’re too dark or that you’re not smart enough or that you’re too dramatic or you’re too loud. You are exactly who you need to be, to be right where you are, and I am a testimony.”
Just a week later, her voice takes center stage in Nike’s ad, shown to millions of eyeballs across the country. The universe really said “hold my trophy” with this one. Imagine having your voice chosen to narrate a female empowerment ad for one of the biggest brands that is set to debut on advertising’s biggest stage right after you’ve made history and defied odds in your own industry… that’s the perfect victory lap if you ask me. Nike didn’t just pick any voice; they strategically picked their moment’s messenger, a living embodiment of what happens when determination drowns out doubt.
A Personal Revolution
As a women-owned business in a male-dominated space, this ad resonates on a deeply personal level. Every time we’ve heard “you can’t compete with big agencies” or “you can’t handle major accounts,” we’ve responded with our own version of “so win.” Nike’s message mirrors our daily reality: the constant push against predetermined limitations, the refusal to accept artificial boundaries, and the determination to excel not despite being women, but because we bring unique strength and perspective to the table.
We’ve said this before, and we’ll say it again. Less than one percent of ad agencies are women-owned, and we’re proud to be in that one percent. We’ve been making waves in the industry with our very existence since day one, so Nike’s “So Win.” ad validates every obstacle, every hurdle, every mountain we’ve had to climb to get exactly where we are today.
More Than an Ad—A Movement
The “So Win.” campaign is more than just an advertisement; it’s a manifesto for every woman who’s been told to stay in her lane. It’s Nike looking at every barrier, every doubt, every dismissive comment ever thrown at women, and saying, “Watch this.”
For brands looking to make a statement, take notes. This is how you do it without pandering. This is how you create something that doesn’t just capture attention but commands it. This is how you turn limitations into launching pads. And for women-owned businesses like ours, it’s a powerful reminder that the biggest stages belong to us, too—we just have to claim them.
Ready to create something unforgettable? Let’s talk.
