Nike’s Super Bowl advertisement managed to combine a grating woke lecture with the gender ideology hypocrisy that has come to define the brand over the last several years.
Nike’s ad focused on women’s sports, which is fine in a vacuum. Women’s sports have had a wonderful few years, thanks mostly to the emergence of Caitlin Clark, who has turned women’s basketball from a joke as perceived by casual sports fans into a must-watch sport. The most-watched WNBA game for the league’s six main broadcast partners are all Clark games, including NBA TV, whose most-watched Clark game outdrew all the NBA games on the network last year.
However, instead of celebrating women’s sports, Nike chose to present its ad with obnoxious woke talking points. The commercial’s narrator (rapper Doechii) asserted that men are telling female athletes that they can’t be confident, emotional, ambitious, set records, keep score, or have any fun. The ad then says female athletes should do those things, ending with the tagline, “You can’t win. So win.”
There’s one guarantee in sport. You’ll be told you can’t do it. So do it anyway.
You can’t win. So Win.
🎤@officialdoechii pic.twitter.com/Fcu9VXQbnA — Nike (@Nike) February 10, 2025
It’s a bizarre ad that would still be out of place in 2020, when woke corporate posturing was the norm. Who is out there telling female athletes they can’t keep score in their games, set records, or have fun playing sports? Watching Nike’s ad, you would think there is some large-scale sexist backlash against women’s sports for existing.
CLICK HERE TO READ MORE FROM THE WASHINGTON EXAMINER
Weirder, though, is that Nike is doing far more damage to women’s sports than this phantom group of sexists. Nike is one of the biggest promoters of the transgender movement, to the point that it partnered with Dylan Mulvaney, a man who claims to be a woman, to promote sports bras and other women’s sports attire. In 2023, Nike announced its “No Pride, No Sport” campaign that asserts that sports without transgender people are “incomplete.” The campaign urged people to “prioritize safe spaces for trans and non-binary youth” and promoted “trans-led grassroots” movements.
Nike is trying to present itself as the brand of women’s empowerment despite its own shortcomings when it comes to female athletes. That includes boosting a movement that asserts that men should be able to break women’s records in women’s sports and force female athletes out of women’s locker rooms so men can be more comfortable in them. If anyone is telling female athletes what they can’t do, it’s Nike. They tell women that they can’t have their own sports without including men who claim to be women, which makes the sanctimonious preaching that much more bizarre.
Nike lectures the nation on women’s sports
- Advertisment - 