Wieden+Kennedy on Inside That Ad

Nike 'So Win': Doechii and the Super Bowl Ad About Doubters

Wed, 01 Jul 2026 09:30:00 +0000

Nike has run Super Bowl advertising before. What it has not always done is find the specific thing it wants to say. “So Win,” the brand’s Super Bowl LIX spot from Wieden+Kennedy Portland, directed by Kim Gehrig through Somesuch, is specific in a way that Nike advertising has not always been in recent years — specific about who it is talking to, what it is saying, and why now.

The Voiceover

Doechii’s voice is the entire architecture of the spot. The rapper and Grammy winner narrates a catalogue of things women in sport are told — that they are too aggressive, too emotional, too loud, not good enough, not the right kind of athlete — and then responds to each one with the same two words: So win.

Nike 'Rip the Script': The World Cup Ad That Rewrites the Hero

Sun, 28 Jun 2026 09:00:00 +0000

The most dangerous thing Nike can do is repeat itself. Forty years of “Just Do It” means the world knows exactly what a Nike ad is supposed to feel like — and knows, consequently, when it doesn’t feel like that. “Rip the Script,” launched ahead of the 2026 FIFA World Cup, is Nike choosing to take that risk.

What the Ad Does

“Rip the Script” opens with a familiar football hero setup — a player, a moment, the weight of expectation — and then deliberately, visibly, tears it apart. The campaign’s central idea is refusal: of the predictable, the prepared, the pre-written outcome. Directed by Dan Streit through Wieden+Kennedy Portland, the film works as both an ad for Nike and a manifesto against sporting cliché.

ESPN and W+K Team Up

Mon, 13 Sep 2010 00:10:00 +0000

Wieden+Kennedy New York went to work for ESPN and created the “It’s Not Crazy, It’s Sports” brand campaign to share with the public the norms of the sports world. The only issue I have with it is that it’s like beating a dead horse. People already know that sports discussions are a normal part of American culture. The spot is funny and entertaining but it didn’t tell teach me anything I didn’t already know.

LeBron, Kobe "Just Do It" Puppet Style

Tue, 12 May 2009 21:25:00 +0000

A friend of mine from work showed me the new Nike commercial above. According to a few other blogs these new puppet commercials are part of a new Nike ad campaign being rolled out during the playoffs. They create puppets that resemble the two top players in the NBA. LeBron puppet is so excited about the upcoming playoffs and he cannot hide it while Kobe is the more stoic of the two.

Good VS Evil

Wed, 18 Feb 2009 06:15:00 +0000

I saw the commercial above on my YouTube landing page and I liked it so I thought I’d share. It’s a Nike spot with famous soccer players facing off against demons in a soccer match. I believe its simply a brand awareness spot. I know what your thinking, who is not aware of the Nike brand right? But really what are they promoting in that spot besides the Nike brand name?