Story be Editor-at-Large Europe CAROLINA OGLIARO
Nike’s “So Win” Anthem: A Celebration of the Power of Sport and the Dominance of Women Athletes
For decades, women athletes have been told they can’t. They can’t dominate. They can’t fill stadiums. They can’t demand more. They can’t celebrate their wins loudly. But Nike has a different perspective: Do it anyway. And win.
Nike’s latest brand anthem, “So Win,” is more than just a campaign, it’s a movement. Launched during Super Bowl LIX, the 60-second anthem, voiced by rapper Doechii, challenges outdated narratives and celebrates the unstoppable rise of women’s sports. Featuring elite Nike athletes like Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, and A’ja Wilson, the anthem is a rallying cry for those who refuse to be defined by limits.
A Moment That’s More Than Just a Moment
Women’s sports are no longer just “on the rise”, they’re dominating. From record-breaking viewership numbers to sold-out arenas, the world is finally catching up to the talent, dedication, and undeniable presence of female athletes. As Ionescu puts it: “Women’s sport isn’t the future, it’s right now.”
And Nike is here for it.
“At Nike, we make sure the athlete is at the center of everything we do, from product creation to storytelling,” says 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.”
Nike’s voice in “So Win” is clear: Winning isn’t just about medals, it’s about defying expectations, putting in the work, and owning every moment. The campaign isn’t just an ad; it’s an unapologetic declaration that women’s sports belong exactly where they are, front and center.
Redefining Winning on Their Own Terms
“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 gymnast Jordan Chiles.
That’s the ethos of “So Win.” It’s about taking control, rewriting the rules, and proving that greatness doesn’t need permission. From Richardson’s electrifying speed to Clark’s precision on the court, every athlete featured in the anthem embodies the limitless power of sport.
Nike has always been at the forefront of culture-shifting conversations in sports, and “So Win” is another testament to the brand’s commitment to amplifying athletes who refuse to be boxed in. The campaign extends beyond the anthem, with still photography, athlete-driven social media activations, and storytelling that showcase Nike’s unwavering belief in the power of sport to drive change.
So Win. Whatever It Takes.
This isn’t just a campaign. It’s a call to action. For every athlete who has been told they can’t, Nike’s answer is simple: Win anyway.
Because when women athletes show up, they don’t just play. They change the game.
