Unwrapped: The Game is Changing
Women Athletes Took Over the Super Bowl Ads, and We Love to See It + What athletes can learn from the Nike "Banned" Air Jordan 1 campaign.
Women’s sports aren’t just having a moment—they’re building a movement. From Super Bowl ads featuring female athletes to major brands finally investing real dollars into women’s sports, the game is shifting, and the market is taking notice.
This week, we’re breaking down the rise of female athlete marketing, the power of storytelling in sports branding, and the latest "Banned" Air Jordan campaign that proves doubt is just another form of fuel.
Let’s get into it.
The Visibility Play – Women Athletes Took Over the Super Bowl Ads, and We Love to See It
Every year, the Super Bowl isn’t just the biggest stage for football—it’s the ultimate battleground for brands looking to make an impact. And this year? Women athletes stole the show.
From Nike to the NFL, Adidas to Dove, we saw a major shift in how brands are elevating female athletes, making it clear that their stories, skills, and influence belong on the biggest stage in sports.
Nike: "So Win" – The Evolution of Women’s Sports Dominance
Nike’s Super Bowl spot wasn’t just an ad—it was a declaration. "So Win", the brand’s latest anthem, celebrates the grit, resilience, and undeniable talent of women athletes who continue to break barriers. Featuring a powerhouse lineup—including Caitlin Clark, Jordan Chiles, Sha’Carri Richardson, and Sabrina Ionescu—Nike’s message is loud and clear: women don’t just deserve a seat at the table; they’re running the game.
With this campaign, Nike is doubling down on its decades-long investment in women’s sports, proving that visibility isn’t enough—real support means resources, investment, and unwavering belief. The ad, voiced by Doechii, wasn’t just about inspiring the next generation; it was a call to action for the industry to keep the momentum going.
NFL Flag Football Ad: The Future of Football is Female
The NFL’s “Born to Play” ad, starring girls’ high school flag star Ki’Lolo Westerlund, wasn’t just a follow-up to last year’s viral campaign—it was a full-on push to get more girls in the game. The ad spotlighted the skill, speed, and excitement of flag football, emphasizing the growing opportunities for women in the sport and the NFL’s commitment to expanding its reach beyond the traditional tackle game.
Dove’s ‘Keep Her Confident’ Campaign: Protecting Girls in Sports
Dove took a different approach, shining a light on an issue that doesn’t get enough attention: the confidence crisis that drives so many girls out of sports. Partnering with Drafted, they highlighted how social media and body image pressures push young girls away from athletics, emphasizing that coaches, parents, and brands all play a role in keeping them in the game. This wasn’t just about visibility—it was about action.
Adidas & Aliyah Boston: Handling the Pressure, Owning the Moment
Adidas is making it clear—women athletes aren’t an afterthought; they’re the future. Their "You Got This" campaign, featuring Aliyah Boston, tackled the pressures that come with being a top athlete, emphasizing mental toughness and self-belief.
Now, Adidas is taking it a step further with the launch of its SS25 collection, designed for athletes who demand both style and performance. Featuring stars like Trinity Rodman, Aitana Bonmatí, and Anthony Edwards, the campaign highlights the fusion of sport and culture while ensuring that women’s sports continue to be front and center.
With this push, Adidas isn’t just riding the wave of women’s sports growth—they’re investing in it, elevating the athletes who are shaping the game, and proving that when you bet on women, everybody wins.
What’s the Play Here?
The biggest takeaway? Women’s sports aren’t a side story—they’re a main event. Brands are realizing that featuring women athletes isn’t just the right thing to do—it’s smart business. Audiences are engaged, the demand is there, and representation matters.
But this isn’t just about brands getting it right. It’s about continuing to push for more. More investment. More visibility. More opportunities for women athletes to be seen, celebrated, and compensated accordingly.
The momentum is here. Let’s keep it going.
The Power of a Narrative: What Athletes Can Learn from the Air Jordan 1 "Banned" Campaign
When Nike first positioned the Air Jordan 1 as the sneaker the NBA didn’t want you to wear, they weren’t just selling a shoe—they were selling a story. The "Banned" campaign turned league pushback into a rallying cry, making the AJ1 a symbol of defiance, individuality, and greatness.
Nearly 40 years later, Jordan Brand is still tapping into that same energy. Their latest campaign, "You Can’t Ban Greatness," launched ahead of the 2024 Grammys, reintroduces the message that rules, doubters, and barriers don’t stop the truly great—they fuel them. It’s a reminder that real game-changers don’t wait for permission.
That’s the kind of branding today’s athletes need to embrace.
In the era of NIL, social media, and athlete-driven storytelling, the biggest stars aren’t just the most talented—they’re the ones who control their own narrative. Angel Reese took criticism and turned it into a brand. A’ja Wilson built an empire by refusing to be overlooked. Coco Gauff, Caitlin Clark, Travis Hunter—they aren’t just playing, they’re shaping how the world sees them.
Lessons for Athletes & Brands
It’s not just about skill—it’s about story. Fans connect with the journey, not just the stats.
Lean into what makes you different. The best brands aren’t built on blending in.
If they doubt you, let them watch you win. Haters are just free marketing.
The "Banned" campaign proved that resistance can be turned into legacy. Athletes today have more power than ever to shape their own. The only question is—how will you tell your story?