Nike's high-flying females

Nike's new Super Bowl spot, called So Win and starring athletes including Jordan Chiles, Caitlin Clark and Sha’Carri Richardson, and for which Doechii provides the voice over, speaks to the driving story of today: the outstanding rise of women athletes. 

From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing, it’s created an energy that’s expanded the athletic landscape, showing the power, skill and promise of these athletes who are putting in the work and dominating their sports.

If female athletes are told by some that they can’t stand out, that they can’t have an attitude, can’t deliver, speak up, make demands, or break records, Nike, along with agency W+K Portland, and director Kim Gehrig, is here to show the truth. 

“Women’s sport isn’t the future, it’s right now. We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before,” says athlete Sabrina Ionescu, who also features in the spot. “Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”

“At Nike, we make sure the athlete is at the centre of everything we do, from product creation to storytelling,” says Nicole Graham, Chief Marketing Officer at Nike. “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.” 

“You don’t wait for attention, you take it," adds says Chiles. "You put in the work; you stay ready; and, 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.”