The Super Bowl is typically when brands unleash their most creative commercials for the millions of viewers watching the championship, but this year, one major sports company chose not to participate.
AdWeek reported ahead of the game that Nike would not run a commercial during Super Bowl 60, a year after prominently featuring Caitlin Clark and other women athletes in its Super Bowl ad. The decision sparked reaction from fans.
Caitlin Clark Fans React to Nike Not Having Super Bowl 60 Ad
Nike’s high-profile Super Bowl commercial in 2025 highlighted several star athletes, including Clark, four-time WNBA MVP A’ja Wilson and Olympic sprinter Sha’Carri Richardson, in a black-and-white campaign titled “So Win,” centered on women excelling in sports.
Clark has largely been out of the public eye over the past year due to injuries that sidelined her for most of the WNBA season, but she has remained the league’s biggest star, which made the absence sting for fans.
“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.
Here are other reactions.
According to AdWeek, a 30-second Super Bowl commercial during NBC’s broadcast cost approximately $8 million. As Rebecca Stewart noted, however, Nike continues to have a massive presence on the field as the NFL’s exclusive provider of uniforms, sideline gear, practice apparel and base layers for all 32 teams.
This year’s Super Bowl generated plenty of conversation, from Bad Bunny headlining the halftime show to the game itself, which many found dull due to a defensive showcase by the Seattle Seahawks in their 29-13 win over the New England Patriots.
Clark herself is an NFL fan, with her allegiance tied to the Kansas City Chiefs.
