{"id":23271,"date":"2025-03-04T02:39:17","date_gmt":"2025-03-04T02:39:17","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=23271"},"modified":"2025-03-06T16:30:38","modified_gmt":"2025-03-06T16:30:38","slug":"nike-so-win-ad","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/nike-so-win-ad\/","title":{"rendered":"How Nike\u2019s &#8220;So Win&#8221; Campaign is Scoring Big"},"content":{"rendered":"<h2>Quick Summary<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>A powerful message.<\/b><span style=\"font-weight: 400;\"> Nike\u2019s \u201cSo Win\u201d campaign challenges the double standards faced by female athletes and encourages them to push forward despite the criticism.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>A star-studded lineup.<\/b><span style=\"font-weight: 400;\"> Featuring athletes like Caitlin Clark, Sha\u2019Carri Richardson, and A\u2019ja Wilson, the ad is packed with sports icons redefining the game.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Viral impact.<\/b><span style=\"font-weight: 400;\"> The campaign racked up over <\/span><b>66 million views on Instagram<\/b><span style=\"font-weight: 400;\"> in just a day, making it one of Nike\u2019s most-watched videos ever.<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2>Background<\/h2>\n<p><span style=\"font-weight: 400;\">Nike\u2019s return to Super Bowl advertising after 27 years was about making a statement. Historically, the company has rarely invested in Super Bowl commercials, preferring to let its brand sprint ahead through athlete endorsements, viral digital campaigns, and global sports moments.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The last time Nike suited up for a Super Bowl ad was in <\/span><b>1996<\/b><span style=\"font-weight: 400;\">, with its &#8220;Good vs. Evil&#8221; campaign, a cinematic battle between legendary soccer players and demonic foes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the decades since, Nike has dominated mastered the art of marketing without a microphone, rolling out iconic campaigns like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>&#8220;Just Do It&#8221; (1988)<\/b><span style=\"font-weight: 400;\">: A slogan that became a movement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>&#8220;Find Your Greatness&#8221; (2012)<\/b><span style=\"font-weight: 400;\">: A celebration of everyday athletes during the London Olympics.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>&#8220;Dream Crazy&#8221; (2018):<\/b><span style=\"font-weight: 400;\"> Featuring Colin Kaepernick, sparking worldwide debate and engagement.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nike\u2019s reluctance to return to Super Bowl advertising reflected its confidence in digital marketing. But with competitors like Adidas and Under Armour stepping up their game, Nike needed to remind the world who still owns the podium.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nike needed to <\/span><b>reconnect with a broad audience<\/b><span style=\"font-weight: 400;\"> in a way that felt relevant, urgent, and deeply impactful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And reconnect, they did.\u00a0<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/b0Ezn5pZE7o?si=JGEEF66eXwJoAjAF\" width=\"780\" height=\"420\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center><\/p>\n<h2>Campaign Overview<\/h2>\n<p><span style=\"font-weight: 400;\">\u201cSo Win\u201d takes on the relentless criticism that female athletes endure, flipping the script with a powerful, defiant tagline:<\/span><\/p>\n<p><b>&#8220;Whatever you do, you can\u2019t win. So win.&#8221;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In other words: No matter what women in sports do, someone will always have something to say\u2014so they might as well <\/span><b>shut out the noise and score anyway<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The 60-second, black-and-white ad, narrated by rapper <\/span><a href=\"https:\/\/www.instagram.com\/doechii\/\"><b>Doechii<\/b><\/a><span style=\"font-weight: 400;\">, showcases a powerhouse lineup of female athletes who have faced\u2014and conquered\u2014doubt, scrutiny, and stereotypes:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Basketball star <\/span><b>Caitlin Clark\u00a0<\/b><\/li>\n<li><span style=\"font-weight: 400;\">Track and field champ <\/span><b>Sha\u2019Carri Richardson\u00a0<\/b><\/li>\n<li><span style=\"font-weight: 400;\">WNBA MVP <\/span><b>A\u2019ja Wilson\u00a0<\/b><\/li>\n<li><span style=\"font-weight: 400;\">Olympic gymnast <\/span><b>Jordan Chiles\u00a0<\/b><\/li>\n<li><span style=\"font-weight: 400;\">Basketball phenom <\/span><b>Sabrina Ionescu\u00a0<\/b><\/li>\n<li><span style=\"font-weight: 400;\">Soccer superstar <\/span><b>Sophia Smith<br \/>\n<img loading=\"lazy\" class=\"size-full wp-image-23273 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/black-and-white-ad-showing-a-female-athlete.jpg\" alt=\"black and white ad showing a female athlete\" width=\"780\" height=\"406\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/black-and-white-ad-showing-a-female-athlete.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/black-and-white-ad-showing-a-female-athlete-300x156.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/black-and-white-ad-showing-a-female-athlete-768x400.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/b><\/li>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The visuals capture the relentless pressure these athletes face\u2014whether it\u2019s being called too aggressive, too emotional, too confident, or not confident enough.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The overall effect is a framing of these athletes as symbols of resilience, talent, and undeniable greatness. The message is clear: Whatever critics say, whatever obstacles appear, the only thing that matters is winning\u2014on their own terms.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23274 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/young-female-soccer-player-kicking-a-ball.jpg\" alt=\"young female soccer player kicking a ball\" width=\"780\" height=\"409\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/young-female-soccer-player-kicking-a-ball.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/young-female-soccer-player-kicking-a-ball-300x157.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/young-female-soccer-player-kicking-a-ball-768x403.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>Key Success Factors<\/h2>\n<h3>A message that hits home<\/h3>\n<p><span style=\"font-weight: 400;\">With this ad, aired during the Super Bowl for maximum reach, Nike made a statement. The campaign hits at the heart of an ongoing cultural conversation about gender, sports, and respect.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This <\/span><b>cultural relevance<\/b><span style=\"font-weight: 400;\"> helped the ad resonate deeply with both sports fans and casual viewers.<\/span><\/p>\n<h3>Star power meets authenticity<\/h3>\n<p><span style=\"font-weight: 400;\">Caitlin Clark\u2019s buzzer-beating brilliance, Sha\u2019Carri Richardson\u2019s triumphant comeback, A\u2019ja Wilson\u2019s dominance\u2014these are <\/span><b>real athletes with real stories<\/b><span style=\"font-weight: 400;\">. Seeing them stand strong in the face of criticism <\/span><b>adds weight, emotion, and authenticity<\/b><span style=\"font-weight: 400;\"> to the campaign.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23275 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-athlete-dancing-on-a-podium.jpg\" alt=\"female athlete dancing on a podium\" width=\"780\" height=\"442\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-athlete-dancing-on-a-podium.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-athlete-dancing-on-a-podium-300x170.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-athlete-dancing-on-a-podium-768x435.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h3>Emotional storytelling<\/h3>\n<p><span style=\"font-weight: 400;\">The ad takes viewers through the highs and lows of being a female athlete, setting up an emotional rollercoaster. The gritty black-and-white cinematography adds to the intensity, making it feel <\/span><b>raw, real, and urgent<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3>A touch of rebellion<\/h3>\n<p><span style=\"font-weight: 400;\">Nike swapped flashy effects for raw, black-and-white cinematography, stripping the message down to its essence. The result is a <\/span><b>gritty, no-nonsense visual style<\/b><span style=\"font-weight: 400;\"> that amplifies the intensity. Doechii\u2019s narration spits truth like a spoken-word anthem.<\/span><\/p>\n<h3>Instant virality<\/h3>\n<p><span style=\"font-weight: 400;\">Within one day, the campaign exploded online:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Broke records<\/b><span style=\"font-weight: 400;\"> with <\/span><b>66 million Instagram views<\/b><span style=\"font-weight: 400;\">, making it Nike\u2019s most-watched video.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Set Twitter and TikTok on fire<\/b><span style=\"font-weight: 400;\">, sparking debates, praise, and memes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Drove major sports talk show discussions<\/b><span style=\"font-weight: 400;\">, from ESPN to The Ringer.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Love it or hate it, people are still talking about it\u2014which was, of course, exactly the point.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23276 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/young-woman-break-dancing.jpg\" alt=\"young woman break dancing\" width=\"780\" height=\"406\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/young-woman-break-dancing.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/young-woman-break-dancing-300x156.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/young-woman-break-dancing-768x400.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>Innovative Elements<\/h2>\n<h3>A fresh spin on empowerment ads<\/h3>\n<p><span style=\"font-weight: 400;\">Nike has always championed female athletes (see: \u201c<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=IiCDRNW5A84\"><span style=\"font-weight: 400;\">Dream Crazier\u201d with Serena Williams<\/span><\/a><span style=\"font-weight: 400;\">), but \u201cSo Win\u201d takes a more confrontational approach. Instead of just celebrating achievements, it directly calls out the negativity female athletes face daily.<\/span><\/p>\n<h3>Social-first strategy<\/h3>\n<p><span style=\"font-weight: 400;\">Nike strategically <\/span><b>released the ad online before the Super Bowl<\/b><span style=\"font-weight: 400;\">, ensuring maximum social engagement. By the time it aired during the big game, the conversation was already in full swing.<\/span><\/p>\n<h3>Unexpected but powerful narration<\/h3>\n<p><span style=\"font-weight: 400;\">Doechii\u2019s fierce, rhythmic delivery gives the ad an edge that feels more like a battle cry than a commercial. By choosing a rapper instead of a traditional sports narrator, Nike ensured that every word hit hard and stuck.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23277 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-basketball-player-balancing-a-basketball-on-her-finger.jpg\" alt=\"female basketball player balancing a basketball on her finger\" width=\"780\" height=\"404\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-basketball-player-balancing-a-basketball-on-her-finger.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-basketball-player-balancing-a-basketball-on-her-finger-300x155.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-basketball-player-balancing-a-basketball-on-her-finger-768x398.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>Impact and Results<\/h2>\n<p><span style=\"font-weight: 400;\">With this ad, Nike dominated. The numbers speak for themselves<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Massive Instagram views.<\/b><span style=\"font-weight: 400;\"> The ad garnered over <\/span><b>66 million views on Instagram<\/b><span style=\"font-weight: 400;\"> within 24 hours, making it Nike\u2019s most-watched video on the platform.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Super Clio Award.<\/b><span style=\"font-weight: 400;\"> &#8220;So Win&#8221; was named the <\/span><b>best ad of Super Bowl LIX<\/b><span style=\"font-weight: 400;\">, winning the prestigious <\/span><a href=\"https:\/\/pressroom.clios.com\/all\/media-post-wk-nike-win-this-years-super-clio\"><b>Super Clio<\/b><\/a><span style=\"font-weight: 400;\"> for creative excellence.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>High engagement.<\/b><span style=\"font-weight: 400;\"> The campaign sparked widespread debates and discussions across social media, sports talk shows, and news outlets, amplifying its reach beyond traditional advertising.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cultural impact.<\/b><span style=\"font-weight: 400;\"> The ad reinforced Nike\u2019s commitment to female athletes and gender equality in sports, further positioning the brand as a champion of representation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand visibility boost.<\/b><span style=\"font-weight: 400;\"> Nike\u2019s presence and engagement across digital platforms surged, as conversations about the ad continued to dominate online spaces.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While some critics questioned the ad\u2019s message, calling it divisive, Nike has never shied away from sparking controversy. In fact, the <\/span><b>debate only fueled the campaign\u2019s reach<\/b><span style=\"font-weight: 400;\">, proving that a little pushback is sometimes the best marketing strategy.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23278 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-basketball-player-on-the-court-celebrating-a-shot.jpg\" alt=\"female basketball player on the court celebrating a shot\" width=\"780\" height=\"399\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-basketball-player-on-the-court-celebrating-a-shot.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-basketball-player-on-the-court-celebrating-a-shot-300x153.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/female-basketball-player-on-the-court-celebrating-a-shot-768x393.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>Marketer Takeaways<\/h2>\n<ul>\n<li><b>Lean into cultural conversations<\/b><b>.<\/b><span style=\"font-weight: 400;\"> The best ads don\u2019t just promote a product\u2014they tap into real-world discussions that people care about.<\/span><\/li>\n<li><b>Authenticity is key.<\/b><span style=\"font-weight: 400;\"> Featuring real athletes and real struggles made this ad more powerful than any scripted spot could be.<\/span><\/li>\n<li><b>Social-first strategy wins.<\/b><span style=\"font-weight: 400;\"> By dropping the ad online before the Super Bowl, Nike maximized engagement and built momentum leading up to the game.<\/span><\/li>\n<li><b>Boldness gets attention.<\/b><span style=\"font-weight: 400;\"> Whether people loved it or debated it, <\/span><b>everyone was talking about \u201cSo Win\u201d<\/b><span style=\"font-weight: 400;\">\u2014and that\u2019s what makes a campaign successful.<\/span><\/li>\n<\/ul>\n<blockquote><p><b>Media Shower\u2019s AI platform can help you create bold campaigns that drive the\u00a0 conversation. <\/b><a href=\"https:\/\/www.mediashower.com\/user\/free_trial\"><b>Click for a free trial<\/b><\/a><b>.<\/b><\/p><\/blockquote>\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section id=\"recent-posts\" class=\"recent-posts\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/02\/smiling-professional.png\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                   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message.<\/p>\n","protected":false},"author":113,"featured_media":23272,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23271"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=23271"}],"version-history":[{"count":3,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23271\/revisions"}],"predecessor-version":[{"id":23290,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23271\/revisions\/23290"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/23272"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=23271"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=23271"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=23271"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}