Nike has once again made a statement in their latest commercial, embracing the spirit of empowerment with a stirring voiceover that challenges long-held societal expectations.
The commercial, which aired during this year’s Super Bowl, delivers a powerful and motivational message: the very things women are told they can’t do are the things they should do unapologetically. With a call to action that is both bold and empowering, Nike flips the script, showing that these limitations are not only unfair – they are meant to be defied.
“You can’t be demanding. You can’t be relentless. You can’t put yourself first. So put yourself first. You can’t be confident. So be confident. You can’t challenge. So challenge. You can’t dominate. So dominate. You can’t flex. So flex. You can’t fill a stadium. So fill that stadium. You can’t be emotional. So be emotional. You can’t take credit, you can’t speak up. You can’t be so ambitious, you can’t break records, you can’t have any fun, you can’t make demands, you can’t be proud, you can’t keep score, you can’t stand out. Whatever you do, you can’t win, so win,” American rapper and singer Doechii, who serves as voiceover, says in the 60-second ad, titled, “So Win”, which features appearances from Sabrina 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.
The advertisement, set to the tune of Led Zeppelin’s “Whole Lotta Love”, ends with the onscreen lines “You can’t win. So win.”
