07-05-2025
Nike's A'ja Wilson Ads Are an Ode to Girlhood and Community
Nike champions the singular talent of Las Vegas Aces basketball star A'ja Wilson, as the brand amps up its athlete-focused storytelling amid a turnaround plan.
The campaign, created by agency Wieden+Kennedy Portland, promotes Wilson's first signature shoe drop, the Nike A'One, which went on sale yesterday (May 6) and reportedly sold out in less than five minutes after release.
Nike's films spotlight Wilson as well as the community rooting for her.
The first ad, "One of A\Kind," is a love letter to girlhood and illustrates how Wilson's greatness and legacy extend beyond the court. Her fans and wider community break into a rhyme honoring the player.
Jenn Nkiru directed the spot through production company Iconoclast.
In "Teaching the Pro," a girl teaches Wilson a hand clapping game that will be familiar to children past and present. Though the game typically follows the rhyme Miss Mary Mack, Wilson and the girl clap to lyrics about the athlete's greatness: "A'ja Wilson's on top, top, top / Can't take her spot, spot, spot."
Malia Ann Obama, daughter of former President Barack Obama, directed the film through Iconoclast.
A third spot, "A'One from Day One," which interviews people from Wilson's hometown of Columbia, South Carolina, will air on May 9.
A push to win again
Nike's campaign starring Wilson comes as it executes its "Win Now" turnaround plan to return its brand portfolio to relevance, double down on storytelling, and reverse years of sluggish sales. The company's overall quarterly revenue declined by 9% year-over-year to $11.3 billion.
This week, Nike shook up its leadership team, with Heidi O'Neill, president of consumer, product, and brand, set to leave the business after 26 years. It also made several promotions, including CMO Nicole Hubbard Graham taking on the additional role of evp.
CEO Elliott Hill, who returned to Nike to take the top job in October, said in the company's Q3 earnings call that Nike is "on the right path" and "made an impact this quarter leading with sport–through athlete storytelling, performance products, and big sports moments."
That focus on athlete storytelling was evident in Nike's highly-lauded return to the Super Bowl in February after a 27-year hiatus. "So Win" put women athletes center stage and also featured Wilson, among others.
Nike has also recently announced partnerships with Kim Kardashian's Skims and beverage brand Kool-Aid.
Last week, it sparked backlash for London Marathon billboards that used the phrase "Never again," which is associated with Holocaust remembrance. The ads continued its "Winning Isn't Comfortable" campaign that began during the Paris 2024 Olympics.
