Nike Airs First Super Bowl Ad in 27 Years
Nike returned to the Super Bowl with its first Big Game ad in 27 years.
Created by Wieden+Kennedy Portland and directed by Somesuch's Kim Gehrig, the spot focuses on female athletes, including WNBA star Caitlin Clark, gymnast Jordan Chiles, sprinter Sha'Carri Richardson, basketball player A'ja Wilson, and basketball player Sabrina Ionescu. They encourage everyone to block out the noise, dig in and let their hard work speak for itself. Through the anthem, their everyday expression of confidence and their ground-breaking achievement in sport, these athletes prove what’s possible when you embrace your full power.
“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,” says Jordan in the ad. “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.”
Nike has been placing a greater focus on emotional storytelling rather than purely performance marketing since the appointment of Nicole Hubbard Graham last year and three consecutive quarters of dwindling revenue. “At Nike, we make sure the athlete is at the centre of everything we do, from product creation to storytelling,” said Nicole Graham, chief marketing officer, NIKE, Inc. “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.”
Male athletes will be dominating proceedings during the game between the Kansas City Chiefs and Philadelphia Eagles, but Nike is aiming to alter that narrative with the launch of 'So Win'.
Male athletes will be dominating proceedings during the game between the Kansas City Chiefs and Philadelphia Eagles, but Nike is aiming to alter that narrative with the launch of 'So Win'.
