Nike’s Marketing for The A’One Continues to Remind Us of the Power of Storytelling
Image: Nike
There’s a spiritual feeling you get when you’re reminded of something you used to love, something that brought you joy, or reminded you of a simpler time. When the nostalgia hits, you’re immediately taken back to the place and time from the moment that you’ve always held onto. That feeling may not come often, but when it does, we try to hold on to it for as long as we can. This is how it felt watching Nike’s commercial, “One of A’Kind”, for the debut of A’ja Wilson’s first signature shoe. Nike began telling us her story back in May 2024 as A’ja was seen wearing a Nike hoodie that said “Of Course I Have A Shoe Dot Com”, and the marketing rollout kept getting better and better.
This rollout felt so different from what we’ve seen in recent sneaker releases. They were building a world surrounding A’ja and The A’One for us to feel, connect to, and partake in. From the type of pink that was selected for the first colorway to all of the imagery and pop up events that lead up to release day, Nike took their time crafting every single part of this experience that illustrated the entire story of A’ja flawlessly. Watching this entire campaign and marketing rollout unfold is why storytelling is so important. Yes, a flyer or a picture of a shoe to announce a new release usually always works, but there’s nothing like taking the time to tell the story behind the why. You will never forget about something that made you feel good and brought you joy. A’ja has proved time and time again that she is on top of her game and is deserving of everything great that comes to her. Nike put a period on this conversation perfectly.
Image: A’ja Wilson via Instagram
Every detail is personal and Imagery speaks volumes
The pink, the diamond-encrusted grills, the logo chain–you couldn’t help but to be in awe of how well all of the imagery was crafted. Everything was cohesive and consistent, nothing was missed. When it comes to the actual shoe, the pearl was introduced as the core symbol and dives deeper into who A’ja is and what has inspired her on a personal level. A gifted pearl necklace from her grandmother begins this part of the story. As a little girl, being gifted a family heirloom or a sentimental piece of jewelry stays with you forever.
“These pearls are going to make you beautiful no matter what you look like, no matter how you’re growing into your height,” said A’ja’s grandmother.
That message stuck with A’ja and wearing pearls became a constant reminder of being confident and true to self, which is the message of her signature shoe. Fans are able to connect to different parts of A’ja’s personality and her journey because of how Nike thought about every detail to not just make this a simple release, but a complete moment. Which leads to the pop-up events that were held right before release day. Nike and A’ja launched a three-city tour in Columbia, SC, Las Vegas, NV, and Tampa, FL. Again, we see Nike being very intentional around the rollout, by selecting three cities that are close to A’ja’s heart. Where A’ja grew up and went to college, her current WNBA home team, and where NCAA was hosting the Women’s Final Four, placing this event right in front of the next generation of hoopers. A’ja showed up in person to each city and celebrated with the community first before anything else.
From the playground to the playoffs, real ones know there’s only one A’ja.
Just when we thought the rollout was done, Nike launched two commercials dedicated to A’ja and The A’One that brought it all together with a bow on top. The message was immediately received and respected–all from one childhood rhyme we’ve all used to do. We see little Black girls playing a clapping game to a familiar tune, but it wasn’t the lyrics we were used to. Nike remixed Miss Mary Mack and changed the lyrics to everything A’ja.
“A’ja Wilson’s on top, top, top.
Can’t take her spot, spot, spot.
She’s a real one through, through, through.
Always does what she’ll do, do, do…”
Image: Nike, Wieden+Kennedy
For me personally, watching this commercial made me emotional. I see little girls playing outside, with braids, beads, and barrettes in their hair, an all Black cheer squad with A’ja’s logo and number dancing to the beat of a childhood rhyme that means so much to our childhood. All in celebration of A’ja, her journey, her gift, and her moment. This commercial celebrated black culture, girlhood and women in sports that I haven't seen in a very long time. Nike followed up with another commercial called “Teaching the Pro” where another little Black girl is teaching A’ja the remixed clapping game. This is what we mean when we speak about the power of brand storytelling. How well you connect what you’re trying to say with the audience and how you make them feel can either make or break the product, and Nike gets a standing ovation for The A’One rollout. I also hope that other brands take a page from this chapter and get back into their storytelling bag with more signature shoe drops coming in the future (*cough cough—Reebok, we’re looking at you and the release of the Angel Reese 1’s).
Next Up: WNBA All-Star Weekend 2025
We have full confidence that Nike will continue to build this incredible world of The A’One with each release. Next up is All-Star Weekend and another special A’One release respectively called “All Star”. In a galaxy full of stars, A’ja is a supernova—extremely bright and super powerful on and off the court. This special A’One helps her light shine on the game’s biggest stage with colors and materials that reflect luminosity and her unmistakable energy.
The shoe will be available on Nike.com and select third-party retailers on July 18th, priced at $125.
