As Nike plots its comeback, the model is celebrating ladies athletes altering the sport in its first Tremendous Bowl advert in practically three a long time.

“So Win,” created by Wieden+Kennedy Portland, will debut throughout Super Bowl 59 and goals to achieve a world viewers throughout one of many most-watched sporting occasions, which final yr drew practically 124 million viewers. It’s Nike’s first Tremendous Bowl industrial since 1998’s “Swoosh This.”

Although it’s males on the sphere through the Feb. 9 sport between the Kansas Metropolis Chiefs and Philadelphia Eagles, Nike shifts the highlight to ladies who’re rewriting the foundations of sports activities and society.

Athletes together with WNBA star Caitlin Clark, who signed a take care of Nike final yr; WNBA champion A’ja Wilson, who launched her signature Nike shoe this month; Sophia Smith Wilson, U.S. soccer star and Olympic gold medalist; Olympic sprinter Sha’Carri Richardson; and WNBA participant Sabrina Ionescu seem within the black-and-white movie. It was directed by lauded industrial director Kim Gehrig. 

Rapper Doechii—whose current Grammy Awards acceptance speech about defying stereotypes went viral—offers the advert’s voiceover. She addresses the truth that feminine athletes are sometimes informed how they will’t behave or do sure issues, earlier than saluting their audacious desires and relentless pursuit of successful.

The movie concludes: “You possibly can’t win, so win.”

Nike’s deal with feminine athletes comes as women’s sports experience an unprecedented surge in consideration, assist, and funding. 

This yr, ladies’s sports activities will represent an estimated 20% of all sports activities protection throughout broadcasts, streaming, social, and digital media within the U.S.—a rise from 6% in 2019, in accordance with analysis from Wasserman’s The Collective and RBC. In the meantime, 82% of manufacturers plan to extend their ladies’s sports activities price range this yr, in accordance with Sports activities Innovation Lab’s 2025 Girls’s Sports activities Media Benchmarking Survey.

Smith Wilson mentioned at at a press screening of the movie on Thursday that the industrial will hopefully “attain new audiences who don’t watch ladies’s sports activities.”

“At Nike, the athlete is on the heart of all the pieces we do, and we all know one factor to be true: irrespective of how exhausting you’re employed, how a lot you show or what number of obstacles you break, there’ll at all times be doubters. There’ll at all times be somebody telling you what you’ll be able to’t do or who you’re imagined to be. In case you can’t win in everybody’s eyes, win in your personal,” Nicole Graham, chief advertising officer of Nike, mentioned in a press release.

“‘So Win’ is a celebration of the athletes who just do that. Those who refuse to play by another person’s guidelines, who flip doubt into gasoline and who present the world that the one limits value listening to are those you shatter.”