Nike made a bold and calculated move during the Super Bowl, one of the most-watched television events in the U.S. With over 120 million viewers tuned in, the iconic brand wasn’t just promoting its footwear—it was delivering a powerful cultural message. For the first time in nearly three decades, Nike returned to the Super Bowl commercial spotlight, using the moment not to spotlight products, but to shine a light on the dominance and determination of female athletes. The intent was unmistakable: women in sports are not a trend—they are a force.
The commercial itself was a direct challenge to the outdated perceptions that still linger around women in athletics. With rising artist Doechii’s voice laying down a charged narration, the ad dismantled common stereotypes with sharp clarity. “You can’t be proud. You can’t keep score. You can’t stand out… Whatever you do, you can’t win. So win.” As her voice echoed, the screen lit up with the fierce and focused faces of some of sports’ most elite female athletes—Sabrina Ionescu, A’ja Wilson, Caitlin Clark, JuJu Watkins, Jordan Chiles, Sha’Carri Richardson, and Alexia Putellas. These women weren’t just featured—they were framed as leaders of a movement that refuses to be silenced or sidelined.
Caitlin Clark, one of the breakout stars featured in the ad, responded with the confidence and clarity that have become her trademarks. After the commercial aired, she posted on social media: “You’ll be told you can’t do it. So do it anyway✨ @nike.” The message was succinct and unmistakably personal. Clark has built her career on defying expectations. Her competitive spirit has been tested and sharpened in the face of criticism, and rather than shrink under pressure, she’s made it her power source.
Kate Martin, Clark’s longtime friend and former Iowa teammate, echoed the sentiment. She added, “Never listen to the haters,” a phrase that not only reflects Clark’s mindset but resonates deeply with many women navigating the world of sports. Turning negativity into drive is something Clark has done for years—and as the WNBA continues to grow, that mental toughness is more important than ever. Nike’s campaign, therefore, wasn’t just an ad; it was a spotlight on the tenacity that defines a new generation of athletes.
This wasn’t a fleeting marketing moment. With a staggering price tag of around $16 million and a duration three times longer than the average Super Bowl spot, Nike didn’t just re-enter the advertising world—it made a seismic return. And the reaction was instant. Teammates, fans, and sports communities responded with excitement and admiration. Jada Gyamfi, one of Clark’s Iowa teammates, summed up the energy best when she chimed in with enthusiastic support: “Babe, you are looking…” The sentence might’ve trailed off, but the message was clear—this wasn’t just about one commercial. It was about a movement, and Nike is making sure it has a front-row seat.
