Nike’s New “So Win” Brand Anthem Celebrates the Power of Sport

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.

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.

“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.

“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.

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.