ABOUT
Nike previously reminded the world there’s nothing wrong with wanting to win–– with the unveiling of their refreshed brand voice: “Winning Isn’t for Everyone.” But we were still waiting for this message to be fully absorbed when it came to women. Women athletes are 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. So for Super Bowl LIX, Nike dropped an anthem with one call to action, “You Can’t Win. So Win.” Voiced by Doechii, the commercial redefined the expectations attached to women athletes’ dominance and desire to win and quickly set social media ablaze.
We doubled down on the message with a momentum that activated the internet to get to know these incredible bada$$ women, but first, we arm old fans and new ones with receipts to set the record straight about how they win in every way they’re told not to. And not in just women’s sports.
Displayed in select Nike stores, & shared on the Nike app, @Nike, @NikeWomen, @NikeFootball & @NikeBasketball channels respectively; starring A’ja Wilson, Caitlin Clark, Sha’Carri Richardson, Jordan Chiles, Juju Watkins, Sophia Smith-Wilson, Sabrina Ionescu, Alexia Putellas & Mal Swanson.
February - March 2025 | Wieden+Kennedy, Bodega
CLIENT
Nike
CREATIVE
Art Direction, Content Creation, Graphic Design
CREDITS
**Featured at the end**
YOU CAN'T
WIN.
SO
WIN.
the receipts
and doechii
nike app
she's a fan
you did that!
credits
Amie Tejadas, Brand Manager, Bodega
Athena Griffith-Howard, Creative Strategy Dr., Bodega
Christa Tarnoviski, Sr. Creative Strategist, Bodega
Dom Tunon, Showrunner, Bodega
Irsis Cabral, Creative Strategy Director, Bodega
Jasmine Watkins, Lead Copywriter, Bodega
John Dempsey, General Manager, Bodega
John Petty III, Global Exec. Creative Director, Bodega
Kenya Brooks, Art Director, Bodega
Taylor Roberts, Art Director, Bodega
Tom Lock, Video Editor, Bodega
Nai Lucifora, Senior Creative Ops Manager, Bodega
William Frazier, Brand Director, Bodega
Design Studio, W+K
Nike Core Team, W+K
