Our challenge/opportunity

Nike is preparing to launch A’ja Wilson’s signature shoe, the A’One, a historic feat as one of the first WNBA players with a signature shoe, and the first Black WNBA player to get one since 2010. The challenge lies in creating a campaign that authentically resonates with a key, often overlooked audience: young Black girls ages 10–13. 

This moment presents a powerful opportunity to not only spotlight A’ja’s legacy but also intentionally show up for a new generation of hoopers, reinforcing Nike’s commitment to inclusivity, empowerment, and representation.

Our solution/insight/strategy

Grounded in the themes from A’ja’s Dear Black Girls, the experiential concept titled “The Huddle” aims to immerse guests in her journey while celebrating individuality, confidence, and team spirit. 

Strategically designed for both kids (10–13) and older teens (14–18), the activation features key moments like the Tunnel Walk, interactive storytelling spaces, and a community-driven Locker Room.

These touchpoints seamlessly integrate A’ja’s personal narrative with the hero product—the A’One—through retail, customization, and seeding moments leading into the Women’s Final Four.

Our success/results/outcome

This activation created a standout cultural moment for Nike Women’s Basketball, generating immense excitement ahead of the A’One’s May 6 launch. The experience offered meaningful engagement with Nike’s next-gen female consumers, while delivering a powerful cross-generational brand moment rooted in confidence, authenticity, and community. 

Nearly all A’One sneakers sold out, and multiple youth groups were seeded product throughout the program. A’ja Wilson herself visited the space numerous times, further amplifying the energy and impact. Around 700 guests came through the experience on the public day, with some lining up as early as 10 PM the night before to ensure entry. 

Despite the high volume, guest flow remained seamless, and the activation successfully drove awareness, brand affinity, and demand, reinforcing Nike’s leadership in empowering women and elevating underrepresented voices in sport.