Moments after the US women’s soccer team won a record-extending fourth women’s World Cup, Nike launched a rousing women’s anthem.

It was controversial player, Rapinoe’s, penalty that turned the game against the Netherlands from a 0-0 deadlock into a US win after one full hour of play. A second goal by Lavelle secured US victory.

Nike’s 60-second anthem by Wieden + Kennedy Portland is a montage of stills images, shot in black & white (an emerging trend also picked up recently by Apple and Body Armor), held together by a chant that demands women identify themselves as winners.

The chant and its visuals blur the distinction between winning in game play and winning in real life, but more notable is the focus on Rapinoe.

Rapinoe is a controversial player, like Kaepernick, having spoken her mind about Trump’s administration and being among the first athletes to kneel during the U.S. national anthem in support of Kaepernick. And while Nike’s support for Rapinoe is more subtle than Body Armor’s pre-match tribute, the line, “A whole generation of girls and boys will go out and play and say things like, ‘I want to be like Megan Rapinoe when I grow up’,” in the chant leaves Nike’s attitude towards the player in no doubt.

https://youtu.be/S29GZOR-k9U