The Super Bowl typically attracts major brands showcasing high-profile commercials to millions of viewers, but this year, Nike chose not to air a commercial during Super Bowl 60. This decision came after the company prominently featured Caitlin Clark and other leading women athletes in its 2025 Super Bowl campaign, fueling disappointment among fans.
Fan Reaction to Nike’s Absence of Caitlin Clark in Super Bowl Ads
In 2025, Nike’s Super Bowl commercial, titled So Win, spotlighted star athletes such as Caitlin Clark, four-time WNBA MVP A’ja Wilson, and Olympic sprinter Sha’Carri Richardson, celebrating women’s achievements in sports. Clark, despite being sidelined much of the WNBA season due to injury, remained the league’s standout player, making the lack of a new Nike ad featuring her striking to many supporters.
“Super Bowl has negative aura this year istg 😂 even commercials gonna be a**, ” one fan said.
“I felt my heart break💔💔💔,” another said.
“No need to watch the game,” another commented.
Details on Nike’s Super Bowl Advertising Strategy and Presence
According to AdWeek, securing a 30-second commercial slot during the Super Bowl broadcast on NBC costs nearly $8 million. Although Nike did not run an ad this year, Rebecca Stewart highlighted that Nike maintains a significant presence in the NFL as the exclusive supplier of uniforms, sideline apparel, practice gear, and base layers for all 32 teams. This extensive involvement ensures the brand remains visible throughout the event despite the absence of a commercial.
Context Around Super Bowl 60 and Caitlin Clark’s Interests
Super Bowl 60 generated substantial buzz for varied reasons, including Bad Bunny’s headline halftime show and the game itself, where the Seattle Seahawks secured a 29-13 win over the New England Patriots in a defensive-focused matchup that some viewers found less thrilling. Notably, Caitlin Clark is a known NFL enthusiast, aligning her support with the Kansas City Chiefs.
Associated headline: “EXCLUSIVE: Nike Won’t Return as a Super Bowl 60 Advertiser” https://t.co/NpLouYk8PY
— claire (@ccstyle22) February 8, 2026
Super Bowl has negative aura this year istg 😂 even commercials gonna be ass https://t.co/srOFkSZaOP
— WNBA Louvre (@WNBAlouvre) February 8, 2026
https://twitter.com/clarkmode_/status/2020568294617444568
No need to watch the game .
— Bella (@debotten161225) February 8, 2026
I hate Nike with all my heart pic.twitter.com/E4KcF2XZW4 https://t.co/sOFl1qBQU8
— cc✯ (@clarkmode_) February 8, 2026
At this point does Nike even want to make money. Why wouldn't you on the night the most world viewers….
(sighs…) https://t.co/opt2HuRFP3
— Mily (@DayDreamThis) February 8, 2026
.@Nike why do you always do the exact opposite of what fans want you to do https://t.co/GuHH4BHTl6
— squirrel (@italkwbb2) February 8, 2026
