What does it mean to win? Winning can mean a lot of different things — it’s not always about coming first or beating someone else. At its simplest, winning usually means achieving a goal or overcoming a challenge. Although winning is often attributed to outperforming others. But on a deeper level, winning can also be personal — like growing as a person, staying true to your values, or simply making progress. Sometimes, winning means learning from failure or pushing through tough moments. It could be about finding happiness, building meaningful relationships, or staying resilient when things get hard. It’s why Nike’s new message of “So Win” is so apt — especially for women in sport.
Nike’s new brand anthem, “So Win,” goes beyond celebrating the power of sport — it champions women in athletics with a bold, unwavering message. To bring this vision to life, Nike unites a dynamic roster of top athletes, inspiring others to break barriers, challenge stereotypes, drown out the noise, and let their relentless drive speak for itself. The anthem’s strength is amplified by powerful female voices. In the English version, US artist Doechii delivers a striking narration, while the German version features Giulia Gwinn, captain of the German women’s national football team, adding depth and resonance to the message.
“My love for football is unbroken and remains my constant drive,” says Gwinn. “Injuries may have set me back at times, but I’ve always fought my way back. That makes me very happy – and so does the fact that, together with Nike, I’ve been able to help shift how women in sport are perceived for years now. I’m excited to keep raising my voice because together, we can do even more for the next generation of female athletes,” says Giulia Gwinn.
“So Win” is more than an anthem — it’s a call to action, a celebration of perseverance, and a bold statement for women’s triumphs in sport. Gwinn, a standout talent in German women’s football, embodies this spirit of resilience — time and again, she has fought back from injury, returning to the pitch stronger than ever. Gwinn, alongside Nike, gives the message of “So Win” even more power and purpose.
Learn more about Nike’s “So Win” campaign at nike.com and view Giulia Gwinn’s “So Win” narration on Instagram.
photography. Nike
