Nike’s Commercial for the Super Bowl focuses on masculinized sports played by women.
If there was one notable absence at the Super Bowl, it was Nike. The American multinational had not advertised there for 27 years, specifically since 1988. Now, thanks to the renewal of the contract with the NFL as a uniform supplier, the brand has returned to advertise at the event.
On this occasion, Nike is taking advantage of the opportunity to put the spotlight on women who play masculinized sports. In a classic black and white ad, the brand empowers the most relevant athletes in their sports.
“So Win” is the title of Nike’s commercial for Super Bowl. It was made by its lead agency Wieden+Kennedy Portland and directed by acclaimed director Kim Gehrig.
The one-minute piece shows us a dynamic black and white montage with the voiceover of rapper Doechii, who was awarded a Grammy for best rap album. In the spot, the rapper alludes to the prejudices and labels that female athletes suffer.
Nike’s commercial for Super Bowl empowers those athletes who, by comparison, cannot have the same values of sacrifice, effort or mentality as men. Some of the athletes who appear are several WNBA players such as A’ja Wilson, Caitlin Clark and Sabrina Ionescu. Also appearing are soccer star Sophia Smith Wilson and Olympic sprinter Sha’Carri Richardson.
According to Nicole Graham, Nike’s chief marketing officer: “At Nike, the athlete is at the center of everything we do, and we know one thing is true: No matter how hard you work, how much you prove yourself or how many barriers you break, there will always be skeptics. There will always be someone telling you what you can’t do or who you’re supposed to be. If you can’t win in everyone’s eyes, win in your own.”
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