"So Win."

11 February 2025

60s

Way down inside.

Nike's rediscovered bullishness when it comes to winning shifts to the fore once more in this rhapsody of triumphalism directed by Kim Gehrig. The sportswomen included in its sixty seconds are told by the script (brought to life superbly by rapper Doechii) that they cannot be demanding, relentless or put themselves first, before exhorting them to put themselves first.

The energy and drive is amplified by the smirks on the faces of the participating athletes. they know what it takes to rise to the top of their respective sports, and they know that they cannot afford to compromise their strength of purpose. What has been good for the gander throughout the history of sport, has to be good for the goose in 2025, even if good ol' fashioned sexism likes to pretend otherwise.

Kim Gehrig once again demonstrates an absolute mastery of this kind of film language, raining blow after beautiful blow upon the stereotypes designed to keep women in their place. Accompanying it with 'Whole Lotta Love' by Led Zeppelin is a master-stroke as using this most masculine of songs feels like an act of subversion in this context... though ideally Robert Plant's faux orgasm would have been included. We await an X-rated director's cut for that!

USA

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