For the first time in over two decades, Nike made a grand return to the Super Bowl with a commercial that not only showcased some of the world's most remarkable female athletes but also sent a powerful message about the evolution of women’s sports. Airing during Super Bowl 59 on Sunday, between the Philadelphia Eagles and Kansas City Chiefs, the brand’s new ad titled "So Win" was more than just an advertisement—it was a statement.
Since its last appearance at the Super Bowl in 1998, Nike has maintained its dominant presence in sports advertising, but "So Win" marks a significant milestone in its narrative. With the powerful narration of Grammy Award-winning artist Doechii, the commercial highlighted athletes who are driving the growth and visibility of women’s sports across the globe.
Featured in the ad were some of the top names in female athletics today, each of whom has carved out her own place in history. Basketball stars Caitlin Clark and Sabrina Ionescu, Olympic gymnast Jordan Chiles, track and field sensation Sha'Carri Richardson, WNBA star A'ja Wilson, and U.S. Soccer’s own Sophia Wilson (formerly Sophia Smith) all brought their fierce talents to the screen. Their moments in the ad were a testament to the exceptional skill, determination, and strength of women in sports today, with clips showing Caitlin Clark nailing three-pointers, Jordan Chiles performing flips, and other jaw-dropping moments.
Nike’s message was clear: Women’s sports are not just the future—they’re the present. Sabrina Ionescu, in her statement about the commercial, emphasized this powerful shift. "Women’s sport isn’t the future, it’s right now," she said. "We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before. Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice."
Indeed, women’s sports have experienced a meteoric rise in popularity over the last few years, and the athletes featured in Nike’s commercial are at the forefront of this transformation. Whether it’s the record-breaking ratings for women’s basketball or the increasing number of fans packing stadiums to watch the U.S. Women’s National Team, the tides are shifting. Nike’s decision to showcase these women during such a high-profile moment speaks volumes about its commitment to supporting and celebrating female athletes.
The "So Win" ad, as a new brand anthem, aligns with Nike’s long-standing history of championing athletes who defy the odds and break barriers. But more importantly, it marks a shift in the narrative around women’s sports. The message is no longer about waiting for recognition or battling for respect. Instead, it’s about commanding the spotlight and taking what is rightfully earned.
With "So Win," Nike reminds us that women’s sports aren’t just something to watch—they’re something to embrace and celebrate. As these athletes continue to inspire new generations of young girls to pick up a ball, put on cleats, or lace up their sneakers, Nike’s latest ad signals that the world is taking notice, and the momentum is only building. In a time when representation and visibility matter more than ever, this moment is a reminder that the women on the field, in the gym, and on the track have already won—they just need the world to catch up.