by Melody Korongwe
Nike recently unveiled its new brand anthem, “You Can’t Win. So Win,” during Super Bowl LIX in 2025. This powerful campaign celebrates the resilience and determination that define the world of sports.
More than just an anthem, “You Can’t Win. So Win” is a rallying cry that inspires athletes to push beyond their limits and defy expectations. Featuring an all-star lineup of Nike athletes, including Jordan Chiles, Caitlin Clark, Sabrina Ionescu, Sha’Carri Richardson, A’ja Wilson, Aryna Sabalenka, JuJu Watkins, and Alexia Putellas, this campaign embodies the unwavering spirit of female athletes who are redefining the boundaries of their sports.
In the high-stakes world of sports, doubt and negativity can be a formidable opponent. Every athlete, regardless of their skill level or experience, has faced someone who told them they couldn’t do it.
What separates champions from the rest, however, is their ability to defy those doubts and push through adversity, no matter how impossible it may seem.
Nike’s recent ad encapsulates this message perfectly: “There’s one guarantee in sport. You’ll be told you can’t do it. So do it anyway. You can’t win. So win.”
These words resonate beyond just the physical demands of sport; they are a reminder that true success is rooted in mental resilience, determination, and the ability to overcome the hurdles placed in your path by others or by self-doubt.
Many athletes have proved that perseverance and mental toughness are just as important as talent.
From LeBron James, who was told he’d never make it to the NBA, to Serena Williams, who faced constant skepticism despite her unmatched ability, these athletes have shown the world that success is about pushing back against negativity and fighting for your dreams.
They embody the Nike ethos—never stop, no matter the odds. Their achievements prove that limitations only exist in the minds of those who are quick to judge.
But while Nike’s message of resilience is powerful, not everyone is on board with it. Some critics have pointed out the brand’s failure to adequately support women in sports.
A Twitter user wrote,”You know what we won’t be doing? Beating men in our own sports. Thanks for zero support for women athletes when we need it. I’ll never wear anything that says Nike on it.”
Another user echoed similar frustration,”nike has no idea how to speak to women and failed to stand up for girls and women in sport. You deserve to go the way of all the woke companies – go broke.”
These comments reveal a critical truth: resilience and empowerment messages are only impactful when they are backed by genuine and sustained action.
It’s not enough to simply champion the “do it anyway” mindset if you’re not actively supporting the athletes you are speaking to.
Nike’s latest ad is a powerful reminder that success isn’t solely determined by talent or physical ability.It’s about mental toughness and the drive to push through adversity.
Melody Korongwe is a driven and ambitious journalist with a strong passion for storytelling. Holding a Bachelor’s Degree in Journalism, Media, and Broadcasting from the University of Zimbabwe, she possesses a solid foundation in newswriting and media principles. With a keen interest in contributing to the media industry, Melody is dedicated to leveraging her writing skills to produce high-quality content. She can be reached at melodykorongwe4@gmail.com or +263 786 640 520