According to ADWEEK, Nike has confirmed that it will not air a commercial during Super Bowl 60, opting to sit out this year’s Big Game just one year after ending a 27-year Super Bowl absence. The brand returned in 2025 with So Win, a widely praised spot created by Wieden+Kennedy Portland that celebrated women in sport. At the time of publication, Nike didn’t provide further comments on the decision.
Last year, Nike’s headline-making Super Bowl spot challenged the event’s traditionally male-dominated narrative by centring on top athletes including Caitlin Clark, A’ja Wilson and Olympic sprinter Sha’Carri Richardson. The one-minute ad was widely praised as a creative standout, with Nike’s logo ultimately securing more on-screen exposure than any other brand during Super Bowl 59.
The Portland-based brand’s choice to skip an ad during NBC’s 2026 Super Bowl broadcast, where a 30-second slot is priced at around $8 million, comes as Nike executes a broader turnaround strategy aimed at reversing several years of soft sales and reinvigorating its core brand.
As part of its turnaround, Nike is refocusing on performance over lifestyle through its “Sport Offense” strategy. CEO Elliott Hill has described the company as being in the “middle innings” of its comeback, with marketing now centred on key sports such as running, training and basketball – an approach reflected in recent athlete-led campaigns and a refreshed take on the iconic “Just Do It” platform aimed at younger audiences.
The approach is beginning to show early results, with group revenue rising 1% year over year to $12.4 billion. During Nike’s Q2 earnings call, Hill added that the company is preparing to step up major investment in football as it looks ahead to the 2026 FIFA World Cup.
During this year’s Super Bowl, the brand will still maintain a highly visible presence on the field, serving as the NFL’s exclusive provider of uniforms, sideline gear, practice wear, and base-layer apparel for all 32 teams.
