Nike uses its first platform on the Super Bowl stage in 27 years to challenge double standard in women's sports

What is the common thread between runner Sha’Carri Richardon, basketballer A’ja Wilson and gymnast Jordan Chiles? 

All three came home from the 2024 Paris Olympics with gold medals for achieving at the highest level in their respective sport as part of Team USA, each are winners of multiple awards and accolades, but they have also faced intense criticism and scrutiny as women athletes exhibiting strength, confidence and vulnerability in their highly physical and competitive fields.

In recognition of the fact that women athletes are often “damned if they do and damned if they don’t“ in a world that judges their bodies, abilities, performances and character much more harshly than those of their male counterparts, Nike is using one of the biggest stages in sports, Super Bowl LIX, to encourage them to “Just Do It” anyway with the debut of its new anthem spot, “So Win.”

Created by Wieden + Kennedy and directed by Kim Gehrig, who also shot the brand’s controversial “Winning Isn’t For Everyone” Olympic campaign, the striking 60-second black and white spot — the brand’s first Big Game commercial in 27 years — stars Richardson, Wilson and Chiles. The spot also includes a powerhouse roster of other elite women athletes including hoop stars Sabrina Ionescu, Caitlin Clark and Juju Watkins and soccer phenoms Sophia Wilson (formerly Smith) and Alexia Putellas. Ionescu and the formerly named Smith were also part of Team USA’s Olympic winning run.

“You can’t be demanding. You can’t be relentless. You can’t put yourself first,” she says, as stunning slow motion shots of the athletes cut across the screen before declaring, “Soooo…put yourself first."

With women’s sports experiencing a surge in public and network interests and, more crucially, increased viewership, brand sponsorships and revenue, the film points out that the athletes themselves still face double standards for being competitive or outspoken, as Forbes pointed out during last year’s March Madness tournament. 

“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,” said Ionescu. “Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”