https://www.insidethatad.com/tags/women-in-sport/Recent content in Women in Sport on Inside That AdHugoen-USWed, 01 Jul 2026 09:30:00 +0000https://www.insidethatad.com/posts/nike-so-win-super-bowl-2025/Wed, 01 Jul 2026 09:30:00 +0000https://www.insidethatad.com/posts/nike-so-win-super-bowl-2025/<p>Nike has run Super Bowl advertising before. What it has not always done is find the specific thing it wants to say. &ldquo;So Win,&rdquo; the brand&rsquo;s Super Bowl LIX spot from Wieden+Kennedy Portland, directed by Kim Gehrig through Somesuch, is specific in a way that Nike advertising has not always been in recent years — specific about who it is talking to, what it is saying, and why now.</p> <div class="video-container"> <iframe src="https://www.youtube-nocookie.com/embed/FjwAk30N4I8" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe> </div> <h2 id="the-voiceover">The Voiceover</h2> <p>Doechii&rsquo;s voice is the entire architecture of the spot. The rapper and Grammy winner narrates a catalogue of things women in sport are told — that they are too aggressive, too emotional, too loud, not good enough, not the right kind of athlete — and then responds to each one with the same two words: So win.</p>