At the top of 2025, after a 27-year hiatus, Nike decided to return as a Super Bowl advertiser. It was a choice that put its longtime agency Wieden+Kennedy in the hot seat.
But in typical style, W+K surprised everyone with its approach. The 60-second ad, “So Win,” starred nine triumphal female athletes, including Olympic gold medal gymnast Jordan Chiles, whose achievements flew in the face of the double standards applied to them.
“It’s always terrifying doing a Super Bowl spot — it’s the one time of the year people actually care about advertising,” said global chief creative officer Karl Lieberman.
