By Suzanne Vranica
After nearly 30 years on the sidelines, Nike made a return to Super Bowl advertising. The sneaker giant took center stage with an all-star lineup of trailblazing athletes, led by WNBA phenom Caitlin Clark, as it looks to capitalize on the growing popularity of women's sports. Clark was joined by Olympic gymnast Jordan Chiles, tennis sensation Aryna Sabalenka, track superstar Sha'Carri Richardson and others in a 60-second spot focused on fierce, female athletes defying doubters.
Nike's high-energy spot is more than just a commercial-it's a statement.
The Beaverton, Ore.,-based sportswear company is making a bold pivot back to its roots: epic, emotion-driven storytelling. After leaning too hard into performance marketing (think digital ads designed for quick clicks and purchases), Nike is doubling down on brand-building, aiming to inspire and build awareness and loyalty.
"We really want to get back to athletes over algorithms," said Nicole Hubbard Graham, Nike's chief marketing officer. "You cannot be capturing demand if you're not also creating demand."
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February 09, 2025 20:10 ET (01:10 GMT)
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