COLUMBIA, S.C. — A’ja Wilson has come to embrace the idea that while certain things may take time, they are not necessarily out of reach. The two-time WNBA champion and three-time league MVP joyfully unveiled her highly anticipated Nike signature shoe and athletic apparel line in her hometown of Columbia, South Carolina. This event is significant not only because she played a crucial role in leading the South Carolina Gamecocks to their inaugural national championship in 2017, but also because her college jersey was retired on the same day.
The shoe and apparel collection, primarily designed in a vibrant pink hue, reflects Wilson’s personal style, which she describes as showcasing her “girly, girly side.” This launch has been approximately ten months in the making since she inked a lucrative six-year partnership with Nike. Wilson interprets this deal as a strong indication of the increasing recognition and support for women’s athletics.
“It was really just a matter of time,” Wilson stated. “As we immerse ourselves in this sport, we truly perceive our value. It’s heartwarming to witness the basketball community catching up with us. Being able to introduce a shoe and do so in my hometown makes it all the more significant. I’m incredibly eager to see what lies ahead.”
The pricing for the signature shoe is set at $110 for adult sizes and $90 for youth sizes, with plans for availability beginning in the spring. At the age of 28, Wilson stands as one of the most prominent figures in women’s sports. She was honored with an ESPY for Best Female Athlete in 2024 and led the Las Vegas Aces to consecutive WNBA championships in 2022 and 2023. Since joining the league as the first overall draft pick in 2018, she has been named an All-Star six times.
Many observers within the women’s sports community have pondered the delay in Wilson securing her own signature shoe, especially given that last year’s WNBA Rookie of the Year, Caitlin Clark, landed her Nike signature shoe ahead of her. Wilson’s father, Roscoe, was not surprised by the timeline, attributing it to a well-organized approach characterized by his daughter.
“A’ja has always shown meticulous planning since she was little,” Roscoe shared. “As a child, she would organize her toys perfectly and rearrange them meticulously. That meticulousness filtered into how she planned out her career and vision.”
This vision extends beyond personal significance; it also carries importance for women’s athletics at large. Joe Favorito, a prominent sports marketing executive and educator at Columbia University, noted that Wilson’s shoe line represents a notable achievement.
“Brands have been scaling back on unique product lines in recent years, making such introductions increasingly rare,” Favorito explained. “For a company to invest in this manner, particularly with a promise of strong returns, is extraordinary.”
He further indicated that the shoe is likely to resonate with young women and underrepresented communities. “It aims to capture a diverse audience—inclusive of both young women and people of color. It represents a product that young women can confidently wear, which is a groundbreaking development,” Favorito asserted.
Wilson’s launch comes on the heels of Clark’s record-breaking sponsorship deal worth $28 million over eight years, the largest for a women’s basketball athlete to date. Wilson expressed excitement about the design process for her shoe and collection, while also admitting that the release feels like a relief.
Among the unique features of the shoe is an embedded design reflecting the tattoos she possesses on her arms—a tribute to her parents, honoring their lifelong support. “Seeing it come to fruition is delightful, and I couldn’t wait for this day,” Wilson said. “While retiring my jersey was an amazing event, unveiling the shoe and clarifying what it represents truly brings joy to my heart.”
Her father, Roscoe, encapsulated his pride in how A’ja has used her platform to advance women’s sports. “The influence she has and the presence she maintains is remarkable,” he said. “She effectively conveys her message through her conduct and performance on the court.”
