Nike's Super Bowl commercial starring Olympic athletes sparks major debate after championing female sport

Following its first Super Bowl commercial in 27 years, Nike has sparked a major debate on both women's and transgender rights this week, which resulted in one athlete branding bosses at the clothing firm 'faux feminists'.

The company's 'So Win' 2025 campaign was first played on Sunday evening (9 Feb) during the eagerly-awaited NFL competition which saw the Philadelphia Eagles defeat the Kansas City Chiefs 40-22.

Starring a selection of prominent American athletes - including Jordan Chiles, Caitlin Clark, A'ja Wilson and Sha'Carri Richardson - the ad boasted themes of defying expectations and breaking barriers, both of which are supposedly placed upon female sport stars on a daily basis.

The black and white video emphasised the hurdles that women are forced to jump over in the famously male-dominated industry, and bore the slogan, 'You can't win. So win'.

The campaign was released in the midst of an ongoing debate in the United States about inclusion of transgender athletes in female sport teams, after newly sworn-in president Donald Trump last week issued a ban.

Announcing the news from the White House on 5 Feb, as per his new executive order, the 78-year-old Republican vowed to deny schools that allow such a practice from receiving any federal funding.

While many applauded the ad - with one saying on X: "Did these ladies justice. Best Nike ad in awhile," as another added: "Great commercial to remind us the power of women’s sports and the importance they play in the lives of women and girls everywhere" - some weren't as forgiving.

Amongst the thousands of critics of Nike's new campaign, who took issue with its message upon this basis, was medal-winning swimmer and conservative political activist, Riley Gaines.

Taking to X earlier this week, the 24-year-old pointed out that back in 2023, the sports firm launched a campaign in partnership with transgender content creator Dylan Mulvaney to promote a new range of sports bras and leggings.

Gaines' comments came in response to an initial tweet put out by an account named End Wokeness, which wrote of the latest campaign: "Nike with an ad about how the real threat to women's sport in sexism."

The swimmer - who is known for campaigning against the participation of trans women in women's sports - then wrote in the comments: "Keep in mind Nike has celebrated men competing in women's sports. Faux 'feminists'."

Keep in mind Nike has celebrated men competing in women's sports. Faux 'feminists'

— Riley Gaines (@Riley_Gaines_) February 10, 2025

Gaines' position on the debate was made clear in 2022, after she tied in fifth place with transgender swimmer Lia Thomas at an NCAA (National Collegiate Athletic Association) race.

Whilst Thomas won a trophy at the competition for her victory, Gaines did not.

Reacting to a video of Trump signing his controversial new ban - titled 'Keeping men out of women's sports' - Gaines tweeted last week: "I can't even tell you how much this visual means to me."

The NCAA later followed in suit to Trump's ban, by changing its participation policy for transgender athletes, meaning only athletes assigned female at birth will be permitted to compete.

NCAA president Charlie Baker told press in a statement, as per The Guardian: "We strongly believe that clear, consistent and uniform eligibility standards would best serve today’s student-athletes instead of a patchwork of conflicting state laws and court decisions.

"To that end, President Trump’s order provides a clear, national standard."

He emphasised, however, that the organisation would continue to permit athletes assigned male at birth to practice with women’s teams, and receive appropriate medical care.

Barker added that the organisation still vows to 'protect, support and enhance the mental and physical health of student-athletes'.

"This national standard brings much-needed clarity as we modernise college sports for today’s student-athletes."

If you’ve been affected by any of these issues and want to speak to someone in confidence, contact the LGBT Foundation on 0345 3 30 30 30, 10am–6pm Monday to Friday, or email [email protected]