Retail concept for A’ja Wilson’s 1st signature Nike shoe lands in US stores
In May 2025, Nike introduced the A’One, A’ja Wilson’s first signature shoe marking a landmark moment in women’s sport and sneaker culture.
Our team led the design of the retail launch campaign across all Nike-owned stores in the U.S., capturing A’ja’s fearless mindset and redefining what a signature shoe can represent - power, style and unapologetic individuality.
We crafted the campaign to mirror A’ja’s ripple effect on the game and culture, using layered storytelling and bold spatial design to translate her fearless energy into an immersive retail experience that empowered customers to step into her world.
Our retail campaign for the A’One is in Nike stores now.
Credits:
NIKE:
North America Retail Senior Creative Director: Jenny Tondera
North America Retail Producers: Anna Fulton, Kara Cederberg, Chelsea Kopacz
North America Retail Brand Marketing: Karin Carter
Global Brand Creative: Adriano Furtado, Andre Simmons, Darien Birks, Farah Kafei, Justin Abbott, Amy Christensen
Retail Creative Agency: Rosie Lee Creative
Retail Design Director: Scott Denton-Cardew for Denton Cardew Design
Retail Build & Install Partners: Bridgewater, Culminate, Infinity, Bednark Studios, RockSteady Inc
Retail Environment Photography: Dorothy Hong
Campaign Photography: Product: Tyler Ashlock w/ Swanson Studio, On-Body: Erika Long, BTS: Cortney Morentin
