Nike has launched its latest brand anthem, “So Win,” during Super Bowl LIX, delivering a powerful message about perseverance, confidence, and redefining expectations in sport. The campaign stars a lineup of elite Nike athletes, including Jordan Chiles, Caitlin Clark, Sabrina Ionescu, Sha’Carri Richardson, A’ja Wilson, and Sophia Wilson, showcasing their relentless drive to win on their terms.
Challenging the Status Quo in Women’s Sport
For decades, female athletes have faced limitations imposed by outdated norms—told they “can’t” stand out, be bold, or dominate their sport. Nike takes a different stance, urging athletes to push past the noise and prove their power.
As Sabrina Ionescu states, “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. Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”
Athletes Who Embody the “So Win” Mentality
The “So Win” campaign highlights the unwavering commitment of top athletes, capturing their everyday expressions of confidence, their groundbreaking achievements, and their ability to inspire the next generation.
Jordan Chiles reinforces this message: “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.”
Through “So Win,” Nike’s stance is clear: “There’s nothing wrong with wanting to be the best.”
Nike’s Commitment to Elevating Athletes
Nike’s marketing strategy has always centered around empowering athletes, and “So Win” is no exception. Nicole Graham, Chief Marketing Officer of NIKE, Inc., explains, “At Nike, we make sure the athlete is at the center of everything we do, from product creation to storytelling. We are at our best when we are representing the voice of the athlete and their voice becomes our voice.”
With a 60-second anthem, athlete extensions, still photography, and an extensive social media campaign, Nike continues to amplify the influence of sport, encouraging athletes to embrace their full power and redefine what winning truly means.
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Nike’s “So Win” Campaign Redefines the Power of Sport
Nike’s “So Win” Campaign Redefines the Power of Sport
