Nike’s highly anticipated return to the Super Bowl commercial lineup has ignited a heated discussion.
The ad, titled “So Win,” prominently features WNBA star Caitlin Clark, A’ja Wilson, gymnast Jordan Chiles, and sprinter Sha’Carri Richardson.
Aimed at addressing the challenges female athletes face, the campaign has drawn both praise and criticism, with some calling it empowering and others deeming it a misstep.
Did Nike miss the mark?
The commercial, narrated by rapper Doechii, carries a bold yet controversial message: “Whatever you do, you can’t win. So win.”
Nike intended to highlight the resilience of women in sports, but the execution didn’t sit well with everyone.
Nike posted the ad on Instagram during the Super Bowl, and by early Monday afternoon, it had already become the most-watched commercial on the brand’s social media, surpassing 66 million views.
However, not all reactions were positive.
Critics argue that instead of inspiring, the ad’s tone came off as discouraging.
Jennifer Sey, CEO of XX-XY Athletics, took to social media to call the campaign “inauthentic and desperate.”
She wrote, “I have zero doubt that Nike made that terrible Super Bowl ad as a response to being called out for not supporting women. The inauthenticity was far too obvious.”
Others echoed this sentiment.
The Scoop, a popular sports account on X, dismissed the ad’s message as a “defeatist mentality” and urged Nike to return to its iconic “Just Do It” slogan.
On The Ringer WNBA Show, Callie Fin criticized the campaign’s approach, calling it “lazy” and “shallow.”
She compared it to America Ferrera’s famous Barbie monologue, suggesting that Nike could have told a more meaningful story by diving into the unique journeys of athletes like Clark and Wilson.
Nike’s strategic move amid revenue declines
Despite the backlash, some fans celebrated the commercial, calling it one of the best Super Bowl ads in recent memory.
Lisa Leslie, a WNBA legend, praised it as “literally the best commercial tonight.”
Nike’s decision to invest $16 million into its first Super Bowl ad in 27 years wasn’t just about messaging, it was also a strategic play amid declining revenue.
The campaign marks a shift under new CEO Elliott Hill, who is steering the company toward a stronger focus on sports rather than just performance marketing.
For Caitlin Clark, this project is another milestone in her meteoric rise.
With a $28 million endorsement deal and a signature Nike sneaker on the way, she remains at the forefront of women’s basketball.
Adding another layer to the discussion, the Obama family’s involvement in the broader campaign has sparked intrigue.
Reports suggest that one of Barack Obama’s daughters directed a commercial for A’ja Wilson, focusing on her hometown roots, offering a more personal storytelling approach that some believe Nike’s ad lacked.
Beyond this single ad, the controversy highlights a broader issue: How are female athletes marketed, and is it enough?
Clark and Wilson, two of the biggest names in women’s basketball, often face a double standard, criticized for speaking up yet scrutinized for staying silent.
While Nike’s campaign may not have resonated with everyone, it has undoubtedly sparked an important conversation.
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