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Nike Celebrates a Fourth Women’s World Cup for the U.S With a Stirring and Inspirational Ad – Adweek

As expected, the U.S. Women’s National Soccer Team (USWNT) emerged victorious today in Lyon, France, winning its fourth World Cup championship over the Netherlands 2-0, and the brand fired off an ad shortly after the final whistle, in celebration of the historic feat.

The language in this new 60-second ad, while maintaining the spirit of Nike’s “Dream Crazier,” is more direct in what this championship means beyond women’s soccer. Entitled “Never Stop Winning,” it touches on the fact that the USWNT could rightly claim to be the greatest ever. The film also celebrates the achievement and impact of the players off the field as well with simple messages at the end like: “we will keep fighting not just to make history, but to change it forever” and “This team wins. Everyone wins.”

The entire ad is filled with inspiration after it kicks off with the team’s “I believe” chant, but one line, in particular, stands out:

“A whole generation of girls and boys will go out and play and say things like, ‘I want to be like Megan Rapinoe when I grow up,’” says the ad, in reference to one of the USWNT’s captains, and the tournament’s golden boot winner (for the top goal scorer) who made waves beyond her play on the field, jousting with Donald Trump and his supporters.

Calling out Rapinoe is undoubtedly welcome, but it also shows that the brand is, to some degree, walking its talk in supporting athletes’ beliefs—for it was Rapinoe who was among the first athletes to kneel during the U.S. national anthem in support Colin of Kaepernick.

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