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Why Is Nike’s Super Bowl Ad Getting Mixed Reviews?

Is it empowering... or performative?

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FEBRUARY 12, 2025

Talking Points

A photo of American gymnast Jordan Chiles posing and looking at the camera.

Photo: Nike

If You’re Too Busy

In case you were not one of the 127.7 million people who watched the Super Bowl on Sunday and just so happened to miss all of the social media posts about it too, Nike dropped their first Super Bowl ad in 27 years—and it’s dedicated entirely to the incredible women athletes breaking barriers in sport! 👏 We got goosebumps. 

But not everyone is celebrating. People on the internet were quick to criticize Nike’s “performative” commercial, calling out the sportswear giant’s mistreatment of women athletes in the past. Refill your coffee ‘cause there’s a lot to unpack.

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