Bear with us as we rewrite our history. Nike's return to the Super Bowl isn’t just a reentry into the sport’s ad space after nearly 30 years—it's an attempt to rewrite its wayward recent history. Headlined by rising sports icon Jordan Chiles and a powerhouse of elite female athletes, Nike’s "So Win" ad, created by long-time partner Wieden+Kennedy, delivers an emotionally charged message of women’s empowerment and athletic excellence.
But rewriting recent history? Can a 60-second spot truly address the deep-seated issues outlined in our article last August – Here's Nike’s Big Problem & How the C-Suite Can Rebuild the Swoosh, Brand Equity then Reclaim Retail?
The ad garnered prime airtime and, according to Adweek, the Nike logo appeared 819 times across 521 frames, making it the most visible brand during Super Bowl LIX.
“At Nike, we make sure the athlete is at the centre 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.
And I believe this message reaches far deeper. It’s a recalibration—a message of reflection and redirection led by CEO, Elliott Hill. But beneath the visuals and empowering narrative lies a question Nike must face:
Can a brand that built its empire on cultural dominance move fast enough to stay relevant in an era where authenticity and innovation set the rules?
A Brand Wrestling with Its Own Legacy
Under former CEO John Donahoe and his suit, Nike leaned heavily into digital transformation and DTC strategies. Granted, it was a decision taken during COVID-19, but sidelining its roots in athlete-driven storytelling? While the move made sense on paper, it strained retail relationships, diluted product innovation, and left Nike seen as more algorithmic than aspirational.
The financial fallout was stark. Nike reported an 8% revenue drop in North America for Q4 2024, according to CNBC, alongside a 25% decline in market value last year. Elliott Hill, Nike veteran, is now tasked with reversing the brand’s decline. His solution? A return to basics: sport, performance, and the raw, unfiltered potential of human achievement.
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Elliott Hill and the Rebuilding of Nike from Within
Hill’s return last year sparked a modest 6% bump in Nike’s share price, reflecting cautious optimism. His diagnosis was clear: Nike had become "too transactional," relying on discounts and losing its cultural swagger.
Marketing analyst Mark Ritson criticises the previous leadership for "underinvesting in brand building." In a piece posted on Marketing Week, Ritson notes that Nike’s turnaround is underway, but "it won’t be quick." Hill’s strategy revolves around a simple yet profound mantra: "Let Nike be Nike again."
This means rediscovering what made the brand stand out—moving beyond digital trends to reignite the cultural edge Nike was once known for. Ritson argues this isn’t just about marketing noise, but about reclaiming Nike’s unique, unapologetic identity.
Nike’s Game Plan for a Comeback
- Rebuild trust with key retailers – Strengthen wholesale partnerships and refine distribution strategy.
- Deepen athlete collaborations – Shift from sponsorships to co-created product lines and long-term storytelling.
- Refocus on brand identity – Prioritise emotional storytelling over transactional marketing.
- Invest in legacy sports partnerships – Commit to long-term deals with the NBA, WNBA, and NFL to reinforce cultural dominance.
- Align marketing with consumer sentiment – Address declining brand consideration by balancing nostalgia with innovation.
The Gap Between Message and Reality
Despite the ad’s impact, it has faced criticism. Some called it performative, especially given Nike’s past controversies—such as the 2019 New York Times report revealing how the company penalised athletes for pregnancy, a stark contrast to its empowerment message. Social media engagement was strong, but virality doesn’t equal victory. Consumers are sharp, aware, and buy or discard brands whose ethos no longer fits with the identity they want to communicate. Consumers keep receipts, as it were—brands can’t rewrite history without confronting their past mistakes.
Nike acted swiftly to rewrite it's maternity leave policy for athletes, expanding its policy on athlete pregnancy for 18 months, following the New York Times article.
Nike's Real Challenge: Product Innovation
Let’s talk about the Swoosh. Nike’s Super Bowl spot was inspiring, sure. But here’s the thing—marketing isn’t the problem. The real issue? Product staying power. While storytelling can captivate, it's performance that drives purchases. Competitors like On Running and Hoka are gaining market share not only with glitzy ads and well-chosen athlete collaborations, but with technically superior products. And looking at marketing from a granular perspective, too.
Nike's reliance on retro models may deliver short-term wins, but nostalgia has a shelf life.
Finish Line
Nike’s Super Bowl comeback was a welcome sight. No one wants to see Nike struggle with its identity, leadership, and innovation. This should be a return to its roots, and Wieden+Kennedy has a key role in shaping how this narrative unfolds.
While Nike’s Super Bowl ad is a strong start in its effort to reclaim relevance, it’s just the beginning of what needs to be a much broader and sustained transformation. The brand must go beyond high-profile global campaigns and refocus on the authenticity that once made it a cultural icon. This means integrating deeper athlete partnerships, not just through sponsorships but by co-creating with athletes at all levels, ensuring its product innovation is front and centre, and committing to more transparent and socially responsible initiatives.
ANike’s comeback hinges on more than a high-profile ad. Rebuilding retail partnerships, investing in local communities, and aligning with shifting consumer priorities—sustainability, mental health, inclusivity—will determine its trajectory. Success won’t be measured in ad impressions but in retail performance and consumer loyalty. The real test? Whether Nike can set the pace for the industry rather than rely on past dominance.
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