Nike has confirmed to ADWEEK that it will not air an ad during Super Bowl 60.
The move comes just one year after the brand ended its 27-year Super Bowl hiatus with “So Win,” a widely praised ad from Wieden+Kennedy Portland that championed women in sport.
At the time of publication, Nike did not provide additional comment on its decision to sit out this year’s Big Game.
The brand will still have a dominant presence on the field as the NFL’s exclusive supplier of uniforms, sideline, practice, and base-layer apparel for all 32 teams.
So win
Nike’s buzzy 2025 Super Bowl spot shone a spotlight on athletes, including WNBA star Caitlin Clark, WNBA champion A’ja Wilson, and Olympic sprinter Sha’Carri Richardson, during a traditionally male-dominated moment.
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