Nike and PMG Win Adweek’s Media Plan of the Year for the Second Straight Year

Adweek has named Nike's "So Win" campaign its Media Plan of the Year in the Total Campaign ($10+ million) category. It's the second year in a row that Nike, PMG, and Nike's agency partners have earned the industry's top media planning honor, and it reflects what a bold brand and a connected media strategy can do together.

"So Win" marked Nike's first Super Bowl appearance in 27 years, and it took on a double standard head-on: everyone loves a winner, unless it's a woman. The anthem premiered ahead of Kendrick Lamar's halftime show to the largest audience in Super Bowl history, 131.1 million viewers, and quickly became the most talked-about ad of the game. But the plan was never built around a single 60-second moment.

The strategy was dual-pronged: be unmissable in her sport, while hijacking his. From the biggest stage in men's sports, the campaign ran across nine weeks and more than 100 live sporting and cultural moments, including the NBA All-Star Game, the Oscars, the NWSL kickoff, and March Madness. Bespoke athlete films and more than 450 out-of-home placements kept the message visible, while creator partnerships met fans where they already were.

Powering it all was Alli, PMG's operating system and the technology behind Nike's global data foundation. Alli pulled together real-time signals on audience, creative, and sentiment, which let the team adjust pacing, rotation, and investment as the moment changed. To audiences, it simply felt like Nike showed up in the right place at the right time.

The results reflected a partnership at full stride. Among 66 Super Bowl advertisers, "So Win" drove the greatest buzz, capturing 21% share of conversation and more than 98 million views on Instagram. Over nine weeks, it delivered more than 1.7 billion impressions, reached 97% of Nike's core audience each day, and lifted brand health eight points.

Earlier this year, "So Win" also won Gold in the Sports and Sponsorship category at the 2026 ANA Reggie Brand Catalyst Awards, one of the industry's most rigorous measures of marketing effectiveness. Last year, Adweek awarded Nike and PMG Media Plan of the Year in the same category for the brand’s Winning Isn’t for Everyone campaign.