Women athletes can’t stand out — or so they’re told. They can’t have an attitude. Can’t deliver. Can’t fill a stadium. They can’t speak up, flex or make demands. And they can’t show off or break records.

As the leading champion of sport, Nike has a starkly different perspective, offering a call to athletes across the globe: Do it anyway — and redefine the expectations of sport along the way.

Together with Nike, we unveiled the anthem ‘So Win’ during Super Bowl LIX. The work speaks directly to athletes who win, lead and dominate despite constantly being told how they should act, what they can’t do, and who they can’t be.

Voiced by Doechii, the campaign highlights the driving story of today: the outstanding rise of women athletes. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing — it’s created an undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.

Featuring Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson and several others from Nike’s iconic roster of athletes, they encourage everyone to block out the noise, dig in and let their hard work speak for itself.

Through ‘So Win,’ Nike’s stance is clear: There’s nothing wrong with wanting to be the best. Demonstrated through their everyday expression of confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.

So win, whatever it takes.

This year, we turned the Super Bowl into an even more competitive experience, with Hollywood icons Willem Dafoe and Catherine O'Hara at the helm of ULTRA’s spotlight moment. The duo charmed unsuspecting young Pickleball players to a match with only one prize in mind: a Michelob ULTRA. Like all classic hustler movies, our duo plays it cool at first by luring their targets with a sweet demeanor and questionable skills. But on the court, the tables turn. One by one, our hustlers absolutely destroy their opponents like the pickleball assassins they are, picking up glasses, cases, and kegs of winning ULTRAs along the way.

Part of the brand's newest platform idea, “Play for an ULTRA,” this film repositions ULTRA from a beverage to a prize that’s worth playing for. The truth is that people love to lean into competition, to up the ante, and play harder—especially with a Michelob ULTRA on the line.

During Super Bowls LVII and LVIII, FanDuel united America around a single bet when Rob Gronkowski attempted a field goal – live – Super Bowl Sunday. And he proved…he can’t make a field goal. But in 2025, FanDuel guaranteed a winner in the Kick of Destiny 3. How? By settling the greatest NFL sibling rivalry in a sudden-death competition. Manning against Manning. Peyton vs. Eli. May the Best Manning Win.

This year, the fans were able to pick Peyton or Eli to win the Kick of Destiny for a share of $10,000,000 in bonus bets. The Mannings faced off in their first-ever Super Bowl Sunday competition during the FOX Super Bowl Pregame.

Eli won the coin toss but joked that he wanted to take a “walk of victory” after his brother kicked first and missed. Ironically enough, both brothers missed their first kicks. Solution? Move closer. Peyton’s kick from 20 yards hit the upright, but Eli aced his shot, and it soared right through the center of the goalpost - securing his win.

After two years of missed kicks, we finally have a FanDuel Kick of Destiny Winner: Eli Manning.

For DoorDash’s fourth Super Bowl appearance, comedian Nate Bargatze starred as a DashPass enthusiast whose newfound savings inspire him to make quite a few irrational and extravagant purchases. Everything from horses, Fabergé eggs, clones, jetpacks and even an opera singer — because when savings are this good, it’s easy to get carried away.

The campaign also featured Miki Ann Maddox (former assistant to Bravo’s Tom Sandoval) playing Nate’s frustrated financial advisor and campaign extensions including notable influencers like Sam James, the viral creator of the “Girl Math” concept to highlight how just like Nate, people can use their DashPass savings to justify their not-so-sensible spending