Women Takeover
NIKe’s super bowl comeback
Image by Nike
It’s a Femininomenon! And Nike is all in. For the first time in nearly three decades, the iconic brand made its mark on the Super Bowl stage with a commercial that felt both inevitable and revolutionary. Known for its game-changing campaigns, Nike didn’t just show up—it made a statement.
The “So Win” campaign brings together some of the biggest names in women’s sports, featuring A’ja Wilson, Caitlin Clark, Jordan Chiles, JuJu Watkins, Sha’Carri Richardson, Aryna Sabalenka, and Alexia Putellas, among others. Shot in striking black and white, the cinematic spot is narrated by Grammy-winning artist Doechii, adding to its raw energy and undeniable presence.
Image by Nike
Women athletes are constantly scrutinized—not just for how they play, but for how they carry themselves on and off the field. “So Win” flips the script, confronting the criticism head-on and celebrating the unapologetic power of female athletes. The message? Own your confidence. Embrace your full potential. Defy the doubters.
You don’t wait for attention, you take it. 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.” — Jordan Chiles
With lines like “You can’t be confident, so be confident” and “You can’t challenge, so challenge”, the ad perfectly embodies Nike’s timeless mantra: Just Do It.
In a world where women’s sports are still fighting for the recognition they deserve, Nike’s decision to spotlight female athletes—during the biggest male-dominated sporting event of the year—felt bold, necessary, and overdue.
Image by Nike
“This moment is everything we’ve worked for, especially those who have come before and really paved the way. Women’s sports aren’t just growing, they’re transcending.” — A’ja Wilson
For me, “So Win” is bigger than sports. It’s about taking control of your own narrative, pushing past limits, and proving—again and again—that the only opinion that matters is yours.