Nike’s Super Bowl ad: a masterclass in storytelling and strategy
When was the last time a campaign made you feel something? Nike’s Super Bowl campaign did exactly that for me, and there is something incredibly unforgettable when an ad has such an impact. With International Women’s Day around the corner, it is only right that my next column is one dedicated to empowering women. Yeah, raise your glasses because this month is for us!
Nike released a powerful 60-second Super Bowl ad after 27 years, honoring women in sports and reminding them to continue to silence the critics, push their limits, and stay relentless in their pursuit of greatness by rewriting history and doing what they do best; winning!
It’s no secret that women’s sports have often been pushed to the sidelines for years, with an example being the gender pay gap. Did you know that in 2024, the highest-paid female athlete earned 77.4% less than the 10th highest-paid male athlete? That staggering difference highlights the deep-rooted gender disparity in sports.
Nike’s campaign, narrated by Grammy Award-winner Doechi (which in my opinion was a brilliant choice), was aimed at the critics who deny the need for change. The ad calls on women to defy expectations and do everything they were told they couldn’t, featuring incredible athletes like Jordan Chiles, Sabrina Ionescu, Sha’Carri Richardson, A’ja Wilson, and Caitlin Clark - and this is why I think it’s brilliant.
The storytelling.
The best campaigns are the ones that make you feel something, the ones that evoke a feeling and form an emotional connection with your audience.
And Nike hit the nail right on the head.
Nike’s storytelling for this campaign doesn’t just encourage women to be ambitious, confident, or dominant but speaks to a deeper truth that resonates with women across if not all, most industries, not just sports. That is why this campaign is so powerful, because it challenges the barriers women continue to face, despite making significant strides, therefore encouraging them to be the best anyway!
For generations, men have dominated various sectors due to historical biases, unequal opportunities, and societal norms. While progress has been made, there’s still a long way to go. For instance, in the 1900 Olympics, just 22 women competed, while Paris 2024 marked the first ever 50-50 split between male and female athletes. This is why this campaign is so impactful because it calls on women to push past these limitations and redefine what they have been told is impossible.
The message.
This ad wasn’t just the debut of Nike’s new anthem, "So Win," which celebrates the rise of female sports through record-breaking views across streaming platforms and sold-out stadiums, but it also serves as a bold call to action. The message speaks directly to female athletes who continue to rise above limitations, defying expectations in spaces where they are constantly told how to act and constantly reminded of what “they can’t do” even as they continue to excel.
The message was more than just a celebration of great talent but was a declaration of resilience, and dominance. It featured athletes who have faced criticism simply for being themselves. Nike’s message is clear: win anyway, be confident anyway, put yourself first anyway, be emotional anyway. So win!
The narration by Doechii.
Doechi won an award for Best Rap Album at the Grammy’s earlier this year. However, that is not what made her the perfect choice to narrate this ad - but rather the journey that led her there.
After her nomination, an old video resurfaced of her being fired from her assistant job a few years ago. Instead of letting setbacks define her, she chose to chase her dreams relentlessly, to be the best anyway. And what happened? Just five years later, she made history as the third woman to ever win a Grammy in this category since its introduction in 1989.
During her Grammy speech, Doechi reminded young girls that anything is possible and that they should not be discouraged by the world's stereotypes and standards. Instead, they should keep staying authentic to themselves.
Her story is a testament to resilience which happens to be the very theme of this campaign. Nike’s choice to feature Doechii wasn't just symbolic! Her experiences tie back to the message, amplifying it, and making it even more powerful.
The follow up series.
After launching the ad, Nike recognized the importance of keeping the conversation going and leveraging its impact to drive sales. To achieve this, they rolled out a series of follow-up videos on Instagram and TikTok featuring each athlete from the campaign, clad head to toe in Nike apparel. They garnered over 150,000 views on TikTok, and over 28 million views on Instagram which goes to prove that their strategy went according to plan!
Released over six days, the series spotlighted each athlete’s achievements, milestones, and personal journey. The Nike team cleverly framed this using an engaging hook, which was printing athlete’s achievements over the years on receipts they had to sign off. This strategic move extended the campaign’s momentum, offered audiences a deeper look into the excellence of these athletes, and seamlessly integrated product marketing by showcasing Nike apparel worn by the featured stars. Now that is some excellent marketing!
What can we learn: gems for smaller brands
Let your campaigns evoke a feeling: for your campaigns to truly resonate with your audience and create a lasting impact, they must evoke a feeling. Whether it's nostalgia, inspiration, joy, exclusivity, or timelessness, the emotional connection is what makes a campaign memorable. Think back to your favorite pair of shoes. Did you buy them simply because you liked them so much, or because of how they made you feel when you laid eyes on them? When planning your marketing campaigns you always have to keep in mind that people don’t just buy products, they buy feelings.
A 2016 study on the Influence of Emotions on Consumer Decision-Making found that emotional appeal in marketing was far more effective than rational appeal.
As a smaller brand, it’s essential to stay true to your core values and the values of your audience. Let your campaigns weave powerful stories around them, to connect with your audience on a deeper level that inspires action.
Be strategic in every detail: Just like Nike, every aspect of your campaign should be intentional. This includes the creators you collaborate with to build brand awareness. Doechi was not a mere choice but a strategic one. The influencers or ambassadors you choose should align with your brand’s values, or like Nike, their journeys must align with the message you want to communicate. When campaigns are meticulously planned down to the smallest details, It can help fill loopholes which can make your awareness efforts significantly more impactful.
Keep the conversation going: what comes after the launch of a campaign is just as relevant as the launch itself. To maintain momentum and maximize impact, think about how you can keep your audience engaged in the following weeks. This could include a mini-content series, behind-the-scenes footage, or additional storytelling elements that build on the campaign’s narrative. Encouraging audience participation through comments, user-generated content, or interactive discussions can also deepen engagement. Consumers are exposed to nearly 10,000 ads daily, so staying top of mind is key to making your campaign more successful.
So that’s that! I wish all women a Happy International Women’s Day and I hope this piece makes you feel something and gives you the confidence to continue to chase after your dreams!
Social Media and Marketing Strategist and
Creator Executive
