Why Nike's Super Bowl LIX Ad was a Win for Women's Sports

Courtesy of Nike: Shacarri Richardson poses for Nike's "So Win" Ad

Nike’s "So Win" Super Bowl commercial made a bold statement about the power and perseverance of female athletes, reinforcing the brand’s commitment to women’s sports. Featuring stars like Caitlin Clark, Sha’Carri Richardson, and Jordan Chiles, the ad showcased the grit, talent, and determination of these athletes, positioning them as role models for the next generation. The inclusion of a strong female-driven narrative at one of the most-watched sporting events of the year sent a clear message about the evolving landscape of sports and the growing prominence of women in traditionally male-dominated spaces.

This year, women’s sports will make up an estimated 20% of all sports coverage across broadcasts, streaming, social, and digital media in the U.S.—an increase from 6% in 2019, according to research from Wasserman’s The Collective and RBC. Meanwhile, 82% of brands plan to increase their women’s sports budget this year, according to Sports Innovation Lab’s 2025 Women’s Sports Media Benchmarking Survey. In Nike's first Super Bowl campaign in nearly three decades, it makes its comeback in celebration and promotion of women's sports.

The impact of the commercial was further amplified by the narration of Grammy-winning artist Doechii, whose commanding voice added an emotional and empowering tone to the ad. Her narration, combined with Led Zeppelin’s "Whole Lotta Love" as the soundtrack, created an intense and inspiring atmosphere, blending music and sports seamlessly. This fusion of sound and athleticism helped Nike craft a compelling story that resonated with audiences beyond just sports fans, making the message more universal. By leveraging the influence of both music and sports, Nike created a campaign that not only celebrated these athletes but also elevated their cultural significance.

Beyond its immediate impact, "So Win" is likely to have lasting effects on how female athletes are represented in mainstream sports advertising. Nike’s decision to highlight women’s achievements on such a massive platform challenges outdated industry norms and encourages other brands to follow suit. With the increasing visibility of women’s sports, from record-breaking WNBA viewership to rising stars in track and field, this commercial cements Nike’s role in shaping the future of sports marketing. More than just an ad, "So Win" is a cultural moment that pushes forward the conversation about equality, representation, and the limitless potential of female athletes.