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.

Nike has a dramatically different perspective, offering a call to athletes across the globe: Do it anyway--and redefine the expectations of sport along the way.

Together with Nike, Wieden+Kennedy Portland unveiled a :60 anthem, “So Win” during Super Bowl LIX--the brand’s first time back in the Big Game since 1998. The work 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.

Voiced by Doechii and directed by Kim Gehrig of production company Somesuch, the campaign highlights 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.

Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson and several others from Nike’s iconic roster of athletes encourage everyone to block out the noise, dig in and let their hard work speak for itself.

Through “So Win,” Nike’s stance is clear: There’s nothing wrong with wanting to be the best. Demonstrated through their everyday expression of confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.