A’ja Wilson Just Gave Nike the Boost It Desperately Needed

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Nike may have just turned a corner. After a tough year of declining revenue and retailer fallout, the company finally has something to celebrate: WNBA superstar A’ja Wilson’s first signature shoe, the Nike A’One, sold out online in under five minutes.Launched on Nike’s SNKRS app Tuesday morning and retailing for $110, the A’One marks a major milestone for both Wilson and Nike, according to a Business Insider report. It’s the first signature shoe for the WNBA’s reigning MVP, and it’s part of the sportswear giant’s broader push into women’s sports—a move that’s proving to be more than just a branding play.“The way Nike has approached the launch is also smart,” said Rachel Wolff, an analyst at Emarketer. “Using limited releases—a rarity for performance sneakers—has helped build buzz and increase desirability.” View this post on Instagram A post shared by Nike (@nike)
Nike CEO Elliott Hill called the strategy a “gender offense” during a recent earnings call, spotlighting athletes like Wilson, Caitlin Clark, and Sabrina Ionescu as the future of the brand’s identity. So far, the investment appears to be paying off. Nike reported high single-digit growth in women’s training apparel last quarter—one of the few bright spots in an otherwise sluggish $11.3 billion revenue report, down 9% from the year before.Retail analysts noted that the A’One’s limited “Pink A’ura” colorway disappeared from digital shelves within minutes, and major retailers sold out of their small allocations by Thursday. The next release, the OG “Pearl” version, drops May 15. View this post on Instagram A post shared by Nike Basketball (@nikebasketball)
Ben Nethongkome, lead designer of the A’One, said the shoe was created to inspire. “When girls lace up, they channel A’ja’s encouragement through her footwear, knowing they can be like her one day,” he said.Between a viral Super Bowl spot, surging WNBA interest, and a sneaker that’s already a sellout, A’ja Wilson may be the face of Nike’s next era—and she’s just getting started.Related: Flau’jae Johnson Turns Heads With Fire Line About Caitlin Clark in Rap