"We are getting the eyeballs" - Sha'Carri Richardson gets real on impact of apparel giant's campaign on women's sport

Sha'Carri Richardson recently opened up about the impact of Nike's 'So Win' campaign on women's sport. Richardson appeared in the mega apparel brand's campaign earlier this year.

She was featured alongside A'Ja Wilson, Sabrina Lonescu, Olympic medalist Jordan Chiles, and WNBA star Caitlyn Clark. In the video, Richardson is seen leading the video by directly staring into the camera while being in her running position. The video was Nike's first Super Bowl commercial in 27 years; it was featured during the 2025 Super Bowl game in New Orleans.

Richardson, who has always aimed to shape the view of track and field, spoke about the impact of the campaign on women's sports, saying that although the category has existed for a while now, the brand's effort showed that it is finally getting the attention it deserves.

“Women’s sports have always been here,” said Richardson. “But that Nike campaign really showed that finally we are getting the eyeballs, the investment and the general respect.” (via players.co)

In the video, Richardson is seen wearing Nike's training outfit, which she paired with large hoop earrings, arm sleeves, and her distinctive diamond-studded nails. The American sprinter partnered with the brand in 2019. After her incredible performance at the 2023 World Atheltics Champiosnhips, she extended the partnership with a lucrative deal till 2028.

"Doing my part to help the sport keep growing" - Sha'Carri Richardson opens up on her goals for track and field

Sha'Carri Richardson during the World Athletics Championships in Tokyo, Japan. (Photo by Getty Images)

Sha'Carri Richardson once reflected on her goal for track and field, stating that while she is focused on achieving multiple accolades, she also wants to contribute to the growth of sport worldwide. She highlighted the day one of the upcoming Olympic Games in 2028, which will feature women's 100m and triathlon. In an interview with World Athletics, Richardson showed hope for an increase in fame of the sport.

“Track and field is having its moment, and the road to LA28 is about to be something special, especially for the women’s sprints. The talent, energy, and competition … it’s all going to shine. Just look at day one of the LA Games. I’m locked in on accomplishing some personal goals and doing my part to help the sport keep growing and inspiring the next generation at home in the USA and across the globe.”

Richardson last competed at the 2025 World Championships and bagged a gold medal in the 4x100m relay race.