A’ja Wilson’s Nike A’One Sells Out After Launch

Nike's launch of WNBA star A'ja Wilson's first signature shoe, the A’One, sold out in under five minutes following its May 6 release, with resale prices quickly rising online. The campaign is a key part of Nike's strategy to reenergize its brand through authentic athlete storytelling during a broader turnaround effort. Cinematic ads celebrating Wilson's community roots and Black girlhood, including one directed by Malia Obama, received praise for their cultural impact. However, filmmaker Natalie Jasmine Harris accused Obama and Nike of appropriating elements from her Sundance film 'Grace' without credit. Wilson has assured fans that more shoes are on the way and gifted pairs to her teammates. The campaign's rapid sellout and prominent cultural messaging highlight Wilson's growing influence and Nike's renewed marketing approach.