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Nike “So Win” 2025

Nike “So Win” (2025) is a Nike commercial directed by Kim Gehrig for Wieden+Kennedy, produced by Somesuch. It won 8 awards, including Clio 2026 Silver — Film Craft / Music-Licensed, Cannes Lions 2025 Film Bronze and shots Awards The Americas 2025 Gold — Editing (Up to and including 60-seconds).

This ad challenges societal expectations placed on female athletes, urging them to defy limitations and embrace their power to win.

Video: NikeHongKong on YouTube

Shot by shot

  1. A female basketball player in a white tank top spins a basketball on her finger, then changes into a black sports bra and gloves, looking at the camera in a studio.© Nike0:06
  2. A female basketball player in athletic wear dribbles a basketball in a spotlight against a dark background.© Nike0:11
  3. A young woman in athletic wear and a long skirt hangs from a basketball hoop, looking determined in a black and white shot.© Nike0:20
  4. A female athlete in a sports bra and loose pants flexes her biceps, casting a large shadow on a plain grey background.© Nike0:23
  5. A female athlete in a sports bra and shorts, with an oversized blazer, holds a soccer ball in a stadium, looking directly at the camera.© Nike0:26
  6. A female athlete in a black blazer looks directly at the camera in a stadium, with Chinese text overlayed.© Nike0:29
  7. A female athlete in sportswear stands with arms crossed, looking directly at the camera, surrounded by a grid-like structure, in a black and white shot.© Nike0:34
  8. A young female basketball player in a puffy-sleeved top holds a basketball, then shatters a glass barrier in front of her, in a gym.© Nike0:37
  9. A female soccer player in white athletic wear kicks a soccer ball in mid-air against a smoky grey background.© Nike0:44
  10. A black and white montage of three female athletes: a basketball player, a runner, and a tennis player, each in their respective sports.© Nike0:48
  11. A female basketball player in a "Fever 22" jersey celebrates with arms outstretched and tongue out on a basketball court.© Nike0:53
  12. A female athlete in a varsity jacket kisses a large, shiny trophy during a parade, with a crowd visible in the background.© Nike0:55

Stills © Nike. Made by Wieden+Kennedy, Somesuch and Kim Gehrig.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Defy expectations: if they say you can't win, then win.

Tagline: “YOU CAN'T WIN. SO WIN.”

defiance of expectationsempowerment through sportblack and white aestheticmontage of athletic prowessvoiceover narrationcall to action

The cut

Length
60 s
Shots
39
Average shot
1.5 s

What creatives use Nike “So Win” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “So Win”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A female basketball player in a white tank top spins a basketball on her finger, then changes into a black sports bra and gloves, looking at the camera in a studio.© NikeA female basketball player in athletic wear dribbles a basketball in a spotlight against a dark background.© NikeA young woman in athletic wear and a long skirt hangs from a basketball hoop, looking determined in a black and white shot.© NikeA female athlete in a sports bra and loose pants flexes her biceps, casting a large shadow on a plain grey background.© Nike
    Frames from Nike “So Win”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Nike “So Win” in order, with its length, framing and what happens in it.

    A female basketball player in a white tank top spins a basketball on her finger, then changes into a black sports bra and gloves, looking at the camera in a studio.© NikeA female basketball player in athletic wear dribbles a basketball in a spotlight against a dark background.© NikeA young woman in athletic wear and a long skirt hangs from a basketball hoop, looking determined in a black and white shot.© NikeA female athlete in a sports bra and loose pants flexes her biceps, casting a large shadow on a plain grey background.© NikeA female athlete in a sports bra and shorts, with an oversized blazer, holds a soccer ball in a stadium, looking directly at the camera.© NikeA female athlete in a black blazer looks directly at the camera in a stadium, with Chinese text overlayed.© Nike
    Length: 60 s · Shots: 39 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a empowerment through sport

    Before you present an idea, you need to know who has done it, and how.

    Nike “So Win” is built on a empowerment through sport. Search the library by idea to see every spot that uses it.

    adidas “Remember the Why”© adidasNike “You Can't Stop Us”© NikeEverlast “Gonna Dance”© EverlastSport England “This Girl Can”© Sport England
    adidas · Nike · Everlast · Sport England

More commercials by Kim Gehrig

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning sport commercials

Questions

Who directed the Nike “So Win” commercial?

Kim Gehrig directed it, produced by Somesuch, for the agency Wieden+Kennedy.

Which agency made Nike “So Win”?

Wieden+Kennedy created it for Nike (2025).

What awards did Nike “So Win” win?

8 awards, including Clio 2026 Silver — Film Craft / Music-Licensed, Cannes Lions 2025 Film Bronze, shots Awards The Americas 2025 Gold — Editing (Up to and including 60-seconds) and Eurobest 2025 Silver Film Craft A07: Use of Licensed/Adapted Music.

What is the tagline of Nike “So Win”?

“YOU CAN'T WIN. SO WIN.”

Sources for the credits and awards

en.wikipedia.orgen.wikipedia.orgAds of the Worldshotsshotssuperbowl-ads.comsomesuch.coen.wikipedia.orgThe WorkThe WorkThe Workcreativecircle.co.uk