- The anthem features standout Nike athletes like Jordan Chiles, Caitlin Clark, Sabrina Ionescu, Sha’Carri Richardson, A’ja Wilson, and Sophia Wilson, showcasing their dedication and resilience.
Nike unveiled its new brand anthem, “So Win“, during Super Bowl LIX, delivering more than just a campaign-it’s a celebration of the power of sport.
Harnessing its iconic roster, Nike encourages athletes to block out the noise, dig in, and let their hard work speak for itself.
Jordan Chiles features in Nike’s new brand anthem, “So Win,” which harnesses Nike’s iconic roster to encourage all athletes to block out the noise, dig in and let their hard work speak for itself.
Women athletes can’t stand out – or so they’re told.
They can’t have an attitude. Can’t deliver. Can’t fill a stadium.
They can’t speak up, flex or make demands. And they can’t show off or break records.
A’ja Wilson features in Nike’s new brand anthem, “So Win,” which harnesses Nike’s iconic roster to encourage all athletes to block out the noise, dig in and let their hard work speak for itself.
As the leading champion of sport for more than five decades, Nike has a starkly different perspective, offering a call to athletes across the globe: Do it anyway – and redefine the expectations of sport along the way.
That mantra is at the heart of Nike’s new brand anthem, “So Win,” which speaks directly to athletes who win, lead and dominate despite constantly being told how they should act, what they can’t do, and who they can’t be.
Alexia Putellas features in Nike’s new brand anthem, “So Win,” which harnesses Nike’s iconic roster to encourage all athletes to block out the noise, dig in and let their hard work speak for itself.
The anthem, voiced by Doechii, also speaks to the driving story of today: the outstanding rise of women athletes. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing – it’s created an undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.
Caitlin Clark features in Nike’s new brand anthem, “So Win,” which harnesses Nike’s iconic roster to encourage all athletes to block out the noise, dig in and let their hard work speak for itself.
“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,” says Nike signature athlete Sabrina Ionescu, who features in the anthem. “Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”
Through “So Win,” Nike’s stance is clear: There’s nothing wrong with wanting to be the best.
“You command attention by being undeniable. By playing your game and perfecting your craft every single day.” – JuJu Watkins
Unveiled during Super Bowl LIX, “So Win” includes a 60-second anthem, athlete extensions, still photography and a social media campaign that illustrate Nike’s unwavering belief in the limitless power of sport.
“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. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them.”
“We set the standard. The way we train, the way we lead, the way we compete – it’s all about pushing the limits. That’s what makes sport special, and that’s the responsibility that comes with it.” – Sabrina Ionescu
The anthem draws on Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson (formerly Smith) and several of their contemporaries from Nike’s iconic roster of athletes, who together 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 groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.
“Athletes don’t just put on a show – we set the standard. We shift mindsets, break barriers and shape what’s next. This isn’t just sport, it’s a movement. It’s culture.” – Sha’Carri Richardson
“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 Chiles. “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.”
So win, whatever it takes.
Sophia Wilson features in Nike’s new brand anthem, “So Win,” which harnesses Nike’s iconic roster to encourage all athletes to block out the noise, dig in and let their hard work speak for itself.
NIKE
www.nike.com
NIKE, Inc. is a team comprised of the Nike, Jordan and Converse brands driven by a shared purpose to leave an enduring impact.
NIKE, Inc., based near Beaverton, Ore., is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned NIKE, Inc. subsidiaries include Converse, Inc., which designs, markets and distributes athletic lifestyle footwear, apparel and accessories; and Hurley International LLC, which designs, markets and distributes surf and youth lifestyle footwear, apparel accessories.
All images courtesy of NIKE.
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Tags: ad campaign, advertising, apparel, athletes, athletic, athleticwear, Brand Anthem, clothing, footwear, Nicole Graham, NIKE, Nike Athlete Innovation, Nike Women, power of sport, So Win, Sophia Wilson, sports, sports and fashion, sports bras, sports fashion, sportswear, Super Bowl, Top, women athletes, women in sports, women power, womenswear
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