Nike Launches ‘So Win’ T-Shirt as First Super Bowl Ad in 27 Years Airs, Dedicated to Women’s Sports

Amid the Philadelphia Eagles’ defeat of the Kansas City Chiefs and Kendrick Lamar‘s triumphant halftime show featuring SZA at the Super Bowl LIX, Nike, Inc. debuted its first Super Bowl ad in 27 years. The ad airing also coincided with the release of a series of t-shirts inspired by the campaign.

Dubbed “So Win,” the ad consists of a 90-second tribute to women’s sports and a shattering of the glass ceiling. In the ad, a montage of sports greats like WNBA powerhouses Caitlin Clark, A’ja Wilson and Sabrina Ionescu, Olympic gold medalist gymnast Jordan Chiles, track and field star Sha’Carri Richardson, and current world No. 1 tennis pro Aryna Sabalenka are seen in a montage of moments from their careers.

Doechii, who won a Grammy Award last weekend for Best Rap Album with “Alligator Bites Never Heal,” narrates the ad. “You can’t make demands,” Doechii says, rattling off a list of double standards for female athletes. “You can’t be proud. You can’t keep score. You can’t stand out… Whatever you do, you can’t win. So Win.”

Enter Nike‘s new run of t-shirts. Currently, the brand is selling two: one emblazoned with the last line of the ad and another with its classic “Just do it” motto surrounded by athletes featured in the ad. Both retail for $45, and will be followed up by t-shirts featuring the individual athletes.

On the way are t-shirts from Sabrina Ionescu, A’ja Wilson, and Caitlin Clark with designs that can be previewed now on Nike’s website.

On Feb. 28, another crop of t-shirt designs will be revealed from Jordan Chiles, Sha’Carri Richardson, JuJu Watkins, Paige Bueckers, Mallory Swanson and Sophia Smith.

Nike celebrated its 50th anniversary in 2022 and the following year, in 2023, the company spent $4.3 billion alone on “demand creation,” including on “endorsement contracts, complementary product, television, digital and print advertising and media costs, brand events and retail brand presentation.”

Nike’s expenditures have paid off as the company is still the leader of their marketplace, despite setbacks, with sales of $51 billion in 2023 and a market capitalization of nearly $110 billion.