The global brand are set to appear on Super Bowls screens after a 27-year hiatus
NIKE “appears poised to return to the Super Bowl” according to reports following an absence from the Big Game since 1998.
Matthew Boss, an analyst at J.P. Morgan, “referenced a planned Big Game ad in a research note” on Thursday afternoon which was reported by Ad Age.
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The global brand are set to appear on Super Bowls screens after a 27-year hiatusCredit: Getty Images – Getty
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Caitlin Clark and Taylor Swift shared a box appearance at Arrowhead earlier this monthCredit: Getty
The report is also backed up by the highly-credible Front Office Sports.
The last time the American company were a feature in Super Bowl weekends was the ‘You Can’t Ban Greatness’ spot, which aired before the Grammy Awards last week and advertised its Jordan brand.
Nike have been contacted but have yet to return calls requesting comment.
In the note, Boss referenced a recent meet and greet at the New York Stock Exchange with new CEO Elliott Hill.
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He wrote, “management cited excitement behind the return of Chief Marketing Officer Nicole Hubbard Graham (effective as of Jan ’24), with the brand beginning to show up at large consumer moments (i.e. the recent “Unbannable” Jordan campaign at the Grammy’s & a planned Ad during the Super Bowl).”
Nike often ran Super Bowl advertisements with long-time creative partner Wieden+Kennedy before taking a 27-year break.
It hosted the celebrity-filled “Super Bowl Party” in 1997, which included Tyra Banks, Spike Lee, Stevie Wonder, and Chris Rock as puppets.
Nike’s “Hare” ad, which starred Michael Jordan and Bugs Bunny and debuted during the 1992 Super Bowl, is hailed as one of the most iconic ever.
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Its is already being theorised that the BIG return will be headlined by WNBA superstar Caitlin Clark.
The Indiana Fever guard has a $28 million, eight-year endorsement contract with Nike that includes a basketball sneaker of her own design.
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She signed an exclusive contract with Nike, making her the first female athlete to do so.
Add to that, girlfriend of Kansas City Chiefs tight end Travis Kelce, Taylor Swift is a huge favourite of Clark’s, with the pair meeting in Indianapolis in November, a CC SB ad has sent social media into frenzy.
A simple “CC” in reference to Clark one tweeter wrote under FOS backed-up statement on Nike’s Super Bowl return.
“Oh I hope CC is in it!,” another said.
Others have gone with a simple GIF of Clark rubbing her hands together in anticipation.
Clark is expected to attend the Super Bowl has a potential VIP guest of Swift.
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As for the Seattle-based company, there is an attempt to turn around recent sales setbacks in the face of heightened competition with this new ad appearance.
In October, Hill, who served as Nike’s president of consumer and markets for decades until retiring in 2018, took the helm once again.
Nike’s revenue dropped by 8% to $12.4 billion in the second quarter. Hill emphasised in a statement at the time that “putting sport back at the centre of everything we do is our clear priority.”
