By: Lauren Cuppy
March 19th, 2025
Photo Credit: Nike
In recent years, companies such as On (maker of On Cloud sneakers) and Deckers Outdoor (parent company of Hoka) have been gaining market share in the running shoe industry, increasing competition for veteran brands like Nike. Competition has been so fierce that, after three consecutive quarters of declining revenue, Nike’s net revenue fell by 7.7% to $12.35 billion in the quarter ending Nov. 30 (Reuters).
While Nike has long been known for its strong brand presence and advanced technology, it has been criticized for lagging behind in the fast-moving footwear landscape; Analysts at BMO note that competitors have been outperforming Nike in 2024 by launching more new shoes and updating models more frequently (Business Insider). In response to these challenges, Nike made a strategic leadership change in late 2024, appointing Elliott Hill as the new CEO. As part of the company’s comeback strategy, Hill emphasized plans to “restart product innovation, rebuild wholesale, and reinvigorate marketing efforts with amped-up, athlete-focused storytelling” (Vogue Business).
In correspondence with this “athlete-focused storytelling,” Nike released its first Super Bowl advertisement for the first time in 27 years, featuring nine of its signed female athletes in the commercial. This included Olympians Sophia Smith Wilson and Sha'Carri Richardson along with the WNBA’s A'ja Wilson and Caitlin Clark. Nike not only celebrated their achievements, but also addressed the broader societal issue of gender inequality in sports.
Nike has recognized that women are often told that they can’t fill up a stadium or that they’ll never have as much success as male athletes, and this ad is a bold statement against this inequity. The advertisement highlighted the double standard that female athletes face and leveraged the psychology behind being told "you can't"—a mindset that often fuels an even stronger desire to prove otherwise.
Surrounding this commercial, Nike has claimed this “So Win” mentality as a new anthem and has leaned into female empowerment in sports. They’ve shared that women’s sport has generated enough momentum to reshape the entire landscape, and they want to be at the forefront of this shift. Further, the advertisement is narrated by Grammy-award winner Doechii, who shares what women are told they can’t do – then tells them to do it: “You can’t be confident. So be confident. You can’t challenge, so challenge.”
“There’s one guarantee in sport,” Nike shared on X after the premiere of the ad during Super Bowl 59. “You’ll be told you can’t do it. So do it anyway.”
Shortly after being appointed as CEO, Hill announced that, in order to get back to its roots, Nike “will lead with sport and put the athlete at the center of every decision.” This Super Bowl ad clearly aligns this mission, serving as a bold statement of Nike’s renewed commitment to athlete-driven storytelling.
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