For A'ja Wilson, storytelling is a powerful tool, especially when it comes to her signature shoes and European tour. When Nike rose to dominance in the 1980s and 1990s, they harnessed the power of storytelling in their commercials, connecting with athletes in a fun, creative way. This approach made Nike's campaign for A'ja Wilson's A'One signature shoe one of the best in years, highlighting her journey to becoming a premier WNBA player and incorporating a remixed version of the children's hand game, "Miss Mary Mack."
For years, the sneaker world was dominated by men, with men's shoes taking center stage. Women's shoes were sometimes a subtle pink nod, but that's changing. More women are getting signature shoes, and the women's game is growing in popularity. The A'One shoe allowed Wilson to tell the story of a young, Black girl's life through images that resonate with a younger generation. Now, she's ready to tell another story with the upcoming release of her second signature shoe, the A'Two.
"I think that's a beautiful thing when you have a company that is willing to figure you out and be like, 'Now how can we present you as your true, unapologetic self to the people?'" Wilson shared in an exclusive interview. "I think we executed it perfectly, literally back home. Those small pieces go a long way, and I think it's something we haven't really seen at Nike for a very long time."
Wilson will be on a European tour from Tuesday through Sunday to promote the A'Two's release on May 2. The A'One sold out quickly upon its initial release last May. At a time when the WNBA's collective bargaining agreement is a hot topic and the Unrivaled championship game is set for Miami, Wilson's focus in Europe will be to connect with people, offering more than just watching her run up and down the basketball court.
"I’m so glad that I can go over there on nice, calm terms, because any other time, I’m playing for an Olympic gold medal or playing for something, and it’s like the stakes are high," Wilson said. "I want to give people more so they can have things to really relate to me other than just watching me run up and down the basketball court. I’m super excited to go on this journey."
On the court, Wilson had another dominant season, leading the Las Vegas Aces to another WNBA championship, her third with the team. She became the first player in the WNBA or NBA to win a championship, league MVP, finals MVP, Defensive Player of the Year, and a league scoring title in the same season. Wilson believes it's crucial that women's stories are told, not just on the court but also in how their merchandise is showcased. She's deeply involved in the details of her story, whether it's through shoe ads or the shoe design itself, providing input and hidden messages.
"This isn’t something that we just slap a logo on or slap a name on, make it pink and say, 'OK that’s a woman’s shoe,'" Wilson said. "It’s more like let’s do a deep dive into these women and showcase why they are greater, what they do, and why they deserve this signature shoe or this P.E. (player edition) or anything that they’re working on. I think the storytelling is so key, particularly as to who we are and what people want to grab onto. I’m excited that we’re finally getting to showcase the love that we need and the respect that we’ve worked so hard to get."
The A'One commercial aimed to create something memorable, and the A'Two commercial will follow suit, telling a new story of Wilson's life. "I don’t know how we’re going to top it, but we’ve got some things," she said. As for the A'Two commercial, expect it to follow in the footsteps of the A'One, telling a new story of Wilson's life. Usher's wearing of her A'Ones at a game last season stands out, as he's a significant figure in Black culture and music. Wilson is excited to see her shoes worn by others, including celebrities, as it's a testament to her hard work and a way to connect with people.
So, the next time you see A'ja Wilson's signature shoes, remember the power of storytelling and how it can bring people together, both on and off the court.
