In the world of athletics, female athletes often find they can’t win; although not in a literal sense.
Despite winning championships and breaking records, society upholds a specific set of impossible standards that women must follow. Where men are viewed as competitive and dedicated to their sport, women are viewed as selfish, and most of all, reminded that sports aren’t meant for girls.
But in their “Just Win” campaign, which featured their first Super Bowl commercial in 27 years, sports giant Nike made a bold statement, recognizing both the triumphs and struggles of some of the world’s most iconic athletes.
Women “can’t” dominate, they “can’t” put themselves first, they “can’t” fill a stadium and they certainly can’t win — so Nike calls for them to do it anyways, a powerful testament to inclusion and empowerment, and one that extends beyond the realm of sports.
In this ad, Nike doesn’t just offer a new perspective on the female athlete experience, but they also give recognition to the fact that feminism is not a one-dimensional concept, and no experience is one-size fits all. It exemplifies a diverse reality beyond the idea that all women’s experiences fall into one category simply because they are female; forcing feminism to look beyond gender on its own.
We see Sha’Carri Richardson, a track and field champion, a Black woman and currently one of the fastest women in the world based on 100 metre times. Despite her amazing accomplishments, Richardson’s journey has not been without challenges. In 2020, Richardson was disqualified from the Olympic 100 metre race after testing positive for THC metabolites, which indicated the use of cannabis.
Richardson said her use of cannabis had been in response to the recent passing of her mother, but nonetheless, her suspension brought great controversy upon The United States Anti-Doping Agency, Congress, and even U.S. President Joe Biden.
Richardson returned from her suspension more determined than ever, and went on to the 2023 USA Outdoor Track and Field Championships, where she became the U.S. Champion in the women’s 100 metres. She then went on to win both a silver and gold medal in the 2024 Paris Olympics.
NCAA all-time leading scorer and 2024 WNBA Rookie of the Year Caitlin Clark, three-time WNBA MVP A’ja Wilson,unanimous 2024 first-team All-American Juju Watkins represent basketball in the ad. Also featured are Olympic gymnast and world champion Jordan Chiles, two-time Ballon d’Or Feminin winner Alexia Putellas, WTA’s No.1 women’s singles player in the world Aryna Sabalenka, and former NWSL MVP Sophia Wilson.
Central to the campaign’s overall message is the concept of intersectionality.We can examine A’ja Wilson’s rise to dominance in the sport of basketball through this lens. From leading the South Carolina Gamecocks to their first NCAA Championship title in 2017, to being drafted first overall by the Las Vegas Aces in the 2018 WNBA Draft,Wilson’s story is a testament to overcoming the barriers of race and gender in sports leadership roles, and urges viewers to consider the unique realities that come with her identity as a woman of colour.
Now a FIBA Women’s Olympics MVP, World Cup MVP, two-time WNBA Champion, 2023 WNBA Finals MVP, three-time WNBA MVP, three-time USA Basketball Female Athlete of the Year, along with many more career highlights and honours, Wilson hasn’t simply excelled in basketball; she’s embodied the ideals of intersectional feminism, and set an example for young women with diverse identities across the world.
Despite major steps in the right direction, female athletes and women’s sports as a whole have historically been overlooked and undervalued, especially when examined in comparison to their male counterparts. Women’s sports leagues typically gather less media attention and coverage, pay lower salaries to athletes and staff, and may even struggle with ticket sales and fandom. The lack of media coverage surrounding women’s sports leaves them with far less exposure than men’s sports, making it harder for avid fans to keep up, and even harder for the brand to reach potential new fans.
Nike’s campaign is an acknowledgement that the fight towards equality in athletics is ongoing. The “So Win” campaign isn’t centered on a product, but rather a powerful message about gender equity in athletics.
By showcasing this diverse group of female athletes, Nike gives power to shape the narrative back to women, allowing them to represent their unique and intersectional identities. Their ad serves as a reminder of how far the women’s sports landscape has evolved, and how much work still needs to be done. It challenges us to recognize the critical role that intersectionality plays in shaping female-centered movements, both on and off the court.
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