• by Tanya Gazdik , February 9, 2025

Nike has enlisted more than a half-dozen elite female athletes to star in the apparel company’s Super Bowl spot, capitalizing on the growth of women’s sports.

“Nike last aired a Super Bowl ad in 1998, featuring San Antonio Spurs center David Robinson and other athletes playing sports in the nude,” according to The Wall Street Journal. “Super Bowl LIX is a significant component of Nike’s ambitious turnaround set by CEO Elliott Hill, who took over the reins last fall. The plan includes reviving product innovation, rebuilding retailer relationships, ramping up marketing and refocusing on sports—the heart of Nike’s identity.”

The 60-second spot “So Win,” created by Wieden+Kennedy Portland, includes WNBA superstar Caitlin Clark, Olympic gymnast Jordan Chiles, tennis pro Aryna Sabalenka and track star Sha’Carri Richardson -- and the instantly recognizable “Whole Lotta Love” from Led Zeppelin. 

The voiceover by Grammy-winning rapper Doechii calls out some of the limitations society imposes on women. “You can’t make demands. You can’t be proud. You can’t keep score. You can’t stand out,” she says. “Whatever you do, you can’t win. So win.”

Nike’s focus on female athletes comes as women’s sports experience a surge in attention, support and investment.

“This year, women’s sports will constitute 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,” according to Adweek. "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. … Last year, Nike appointed Nicole Hubbard Graham as its new CMO and overhauled its marketing division to put a greater emphasis on the brand storytelling that made its name.”

The advertisement is also coming at a crucial time for the company. According to Business Insider, Nike's new CEO, Elliott Hill, detailed a "turnaround plan" in December as its revenue and shares were down throughout 2024. The plan includes trying to make two famed sneaker brands, Jordan and Air Force 1s, popular once again by slowing their supply.

Nike reportedly renewed its licensing pact with the NFL ahead of the Super Bowl.

"Nike and the NFL are collaborating more closely in their marketing efforts, too,” according to Bloomberg. “They’ve worked together for decades, and Nike has dozens of pro football players signed to its endorsement roster, including Philadelphia Eagles stars Jalen Hurts and Saquon Barkley who are playing in the Super Bowl on Sunday. But the contract extension now allows for long-term planning on major advertising initiatives.”