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Following the Super Bowl and all of the commercials that were shown throughout the game, there were many ads worth remembering, but Nike’s stuck out.
Nike is not usually a brand that is known to create Super Bowl commercials, as their last one was “Swoosh This” in 1998, however that changed this year with an ad centered around women’s sports. The company’s choice to not unveil its commercial ahead of time sparked a large amount of online buzz due to its unexpected debut.
Nike’s Super Bowl ad took many by surprise, but it drove the most social media engagement among all the advertisements in Sunday’s big game. The brand generated 188,000 engagement actions, which includes all of the social media likes or comments on the post. That statistic is 40,000 more than the next-most engagement advertisement which was Jeep. Nike also had the second-highest online reach among advertisers in this year’s Super Bowl behind Dunkin’.
In Nike’s first Super Bowl commercial in 27 years, rapper and singer Doechii narrates the ad, which challenges everything that women are told that they cannot do in sports, sending out a very powerful message to all viewers. Doechii’s recent Grammy Awards acceptance viral speech highlighted defying stereotypes which perfectly secludes to this advertisement. In the ad, Doechii addresses the fact that female athletes are usually told how they can’t behave or how they can’t do certain things in life, then it continues to showcase their dreams and the relentless pursuit of winning.
The star-studded commercial featured female athletes across many sports like WNBA star Caitlin Clark, who signed a deal with Nike last year, WNBA champion A’ja Wilson who just released her signature Nike shoe this month, Olympic sprinter Sha’Carri Richardson, Olympic gold medalist Jordan Chiles, U.S soccer star Sophia Smith Wilson and WNBA star Sabrina Ionescu. The black-and-white commercial was directed by Kim Gehrig and the soundtrack features Led Zeppelin’s “Whole Lotta Love.”
The ad focuses on female athletes and the women’s sports experience for their record-breaking growth in attention, support, and investment. This year, women’s sports estimated 20% of all sports coverage across broadcasts, streaming, social media content and digital media in the United States. According to research from Wasserman’s The Collective and RBC, this is an increase from 6% in 2019.
The commercial concludes with “You can’t win, so win.” “So Win” is a celebration of athletes who do just that by unapologetically championing victory and greatness, but this time the attitude is portrayed from the female perspective which is even more powerful for this day and age. It’s safe to say that Nike won with this Super Bowl commercial.
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