Nike's Super Bowl Return Celebrates Women Athletes

'Whatever you do. You can't win. So WIN.'

It’s been 27 years since Nike ran a Super Bowl spot. Tonight, the brand returned with “So Win,” a :60 celebrating women athletes that also examines the pressure they face as they strive to succeed.

Narrated by Doechii and directed Kim Gehrig, the ad from Wieden+Kennedy describes things women athletes supposedly can’t do, such as stand out, fill stadiums, put themselves first and break records. On screen, we see female competitors who do all that and more, including Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson.

The ad closes with the line, “Whatever you do. You can’t win. So WIN.”

Because at the end of the day, women’s sports aren’t going anywhere but up.

“At Nike, we make sure the athlete is at the center of everything we do, from product creation to storytelling,” says CMO Nicole Graham. “We are at our best when we are representing the voice of the athlete and their voice becomes our voice. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them.”

The work amplifies Nike’s hard-nosed exploration of the winning mindset from last year. Which, in turn, updates the brand’s famous “Just Do It” ethos.

Adds Chiles: “You don’t wait for attention, you take it. You put in the work, you stay ready. aAd, when the moment comes, you own it. Winning isn’t just about medals. It’s about overcoming, about proving to yourself that you’re capable of more than you ever imagined. And doing it all authentically.”

(Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.)