It’s no groundbreaking idea that sports are a fairly accurate meter of cultural swings. From trans infiltration to disdain for Americanism, ideological fads have been on full display on the court. And the latest Nike ad may be the smoking gun conservatives have been waiting for—society is shifting again, this time towards strong families.
Of course, as trends develop, athletic brands respond to capitalize on the moment. Unfortunately, this means we have seen worldwide brands like Nike partner with political activists such as Dylan Mulvaney, a man who insists he is a woman, and Colin Kaepernick, an NFL kicker who made headlines for refusing to stand in honor of the national anthem. Nike’s prized market isn’t exactly the social justice warrior of D.C., but it certainly isn’t shying away from politics to ride the winds of the current momentum.
Unfortunately for Nike, it doesn’t always play to their favor as the Dylan Mulvaney scandal cost the company nearly $13 billion in market value. In fact, it sparked new competition as former Levi’s employee Jen Sey started her own company called XX-XY athletics—a brand “here to protect women’s sports and spaces.” Forbes tracked the company noting it has reached “remarkable, if not unprecedented, success by traditional financial and brand engagement measures.”
Perhaps the conservative crowd is bigger than Nike anticipated, and culture would suggest it is only growing.
As the left-wing agenda gets shockingly more radical by the day, more and more middle-ground Americans are celebrating the values of everyday conservatives. Social conservatism in particular is on the rise, even for young, affluent women who have historically developed into the left’s most avid supporters in the far-left activist classrooms of elite universities. President Biden won this demographic by a 15-point margin in 2020, but President Trump closed the gap to a 49-49 split in 2024.
And this trend isn’t confined to a political bubble. Many expect this pro-family shift to actually spark the “Trump Baby Boom.” Not just because of his increase in the Child Tax Credit and other pro-family solutions, but because the cultural pendulum is actually swinging toward strong families. Polling suggests the desire for large (three or more children) families has steadily increased in the last 15 years and has reached its highest point since 1971.
Society is waking up to simple Biblical truth— your family is one of the greatest investments you can make. Careers and titles fade into oblivion, but your legacy echoes through relationships.
Professional golfer Scottie Scheffler articulated this beautifully after winning his fourth major golf championship this past week. Scheffler is quickly rising to be one of the best golfers of this time, and he shared after the victory, “my faith and my family is what’s most important to me,” and he said they are his “greatest priorities.”
Scheffler has commonly shared his faith through his golf platform, saying “I have been given a gift of this talent, and I use it for God’s glory.” He made similar comments in 2022 contributing his Masters’ victory to God.
However, his remarks this week have picked up significant attention after Nike crafted an ad ringing with his pro-family sentiment. The ad pictured Scheffler with his young son and the text, “You’ve already won.”
The ad cut to the heart of the country and even started a new social media trend. Dads are posting pictures of their own families modeling the Nike ad claiming they, too, have “already won.”
Conservative commentators are saying this is yet more evidence that “culture is radically changing.” The latest trend to ride for profit is not about hating America or denying reality, it is affirming what is good and true. It is family. This is not just God honoring; itis the path forward to holistic societal flourishing, and even Nike recognizes its value. That is actually a very good thing.