What to know
- Nike unveiled its new brand anthem, “So Win,” during Super Bowl LIX.
- More than an anthem, “So Win” is a celebration of the power of sport — harnessing Nike’s iconic roster to encourage all athletes to block out the noise, dig in and let their hard work speak for itself.
- Among the Nike athletes seen in “So Win” are Jordan Chiles, Caitlin Clark, Sabrina Ionescu, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson.
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Women athletes can’t stand out — or so they’re told.
They can’t have an attitude. Can’t deliver. Can’t fill a stadium.
They can’t speak up, flex or make demands. And they can’t show off or break records.
As the leading champion of sport for more than five decades, Nike has a starkly different perspective, offering a call to athletes across the globe: Do it anyway — and redefine the expectations of sport along the way.
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That mantra is at the heart of Nike’s new brand anthem, “So Win,” which speaks directly to athletes who win, lead and dominate despite constantly being told how they should act, what they can’t do, and who they can’t be.
The anthem, voiced by Doechii, also speaks to the driving story of today: the outstanding rise of women athletes. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing — it’s created an undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.
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“Women’s sport isn’t the future, it’s right now. We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before,” says Nike signature athlete Sabrina Ionescu, who features in the anthem. “Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”
Through “So Win,” Nike’s stance is clear: There’s nothing wrong with wanting to be the best.
Unveiled during Super Bowl LIX, “So Win” includes a 60-second anthem, athlete extensions, still photography and a social media campaign that illustrate Nike’s unwavering belief in the limitless power of sport.
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“At Nike, we make sure the athlete is at the center of everything we do, from product creation to storytelling,” says Nicole Graham, Chief Marketing Officer, NIKE, Inc. “We are at our best when we are representing the voice of the athlete and their voice becomes our voice. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them.”
The anthem draws on Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson (formerly Smith) and several of their contemporaries from Nike’s iconic roster of athletes, who together encourage everyone to block out the noise, dig in and let their hard work speak for itself.
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Through the anthem, their everyday expression of confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.
“You don’t wait for attention, you take it. You put in the work; you stay ready; and, when the moment comes, you own it,” says Chiles. “Winning isn’t just about medals. It’s about overcoming, about proving to yourself that you’re capable of more than you ever imagined. And doing it all authentically.”
So win, whatever it takes.
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Nike’s New “So Win” Brand Anthem Celebrates the Power of Sport
“So Win” Brand Anthem
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“So Win” Brand Anthem, Nicole Graham
“At Nike, we make sure the athlete is at the center of everything we do, from product creation to storytelling. We are at our best when we are representing the voice of the athlete, and their voice becomes our voice. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them.” — Nicole Graham, Chief Marketing Officer, NIKE, Inc.
“You don’t wait for attention, you take it. You put in the work, you stay ready and when the moment comes, you own it. Winning isn’t just about medals: It’s about overcoming, about proving to yourself that you’re capable of more than you ever imagined. And doing it all authentically.” — Jordan Chiles
“We’re showing that success in sport isn’t one-size-fits-all. We bring personality, power and authenticity to everything we do, and that’s why the culture is shifting.” — Jordan Chiles
“Athletes move the game forward — whether that’s breaking records, changing how people see the sport or just inspiring the next generation. It’s not just about what happens on the court, but the impact that lasts way beyond it.” — Caitlin Clark
“The game is evolving because athletes are willing to push boundaries. There’s no one way to be great.” — Caitlin Clark
“Women’s sport isn’t the future, it’s right now. We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before. Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.” — Sabrina Ionescu
“We set the standard. The way we train, the way we lead, the way we compete — it’s all about pushing the limits. That’s what makes sport special, and that’s the responsibility that comes with it.” — Sabrina Ionescu
“The world is watching right now, and we’re making sure they don’t look away.” — Alexia Putellas
“Athletes don’t just put on a show — we set the standard. We shift mindsets, break barriers and shape what’s next. This isn’t just sport, it’s a movement. It’s culture.” — Sha’Carri Richardson
“Winning starts in your mind before it ever shows up on the clock. If you aren’t locked in, if you don’t believe in you first, nobody else will. Bet on yourself every time.” — Sha’Carri Richardson
“Winning isn’t just about talent — it’s about consistency. It’s about the work you put in when no one’s watching, the belief in yourself when things get tough and the ability to block out the noise and just play.” — JuJu Watkins
“You command attention by being undeniable. By playing your game and perfecting your craft every single day.” – JuJu Watkins
“Athletes shape the game, but we also shape the world around it. We’re the storytellers, the game-changers, the ones who take what came before us and make it even better.” — A’ja Wilson
“We’re not waiting for permission anymore. We know our worth, we know our impact and we’re making sure everyone else does too.” — A’ja Wilson
“This moment is everything we’ve worked for, especially those who have come before and really paved the way. Women’s sports aren’t just growing, they’re transcending.” — A’ja Wilson
Source – NIKE
