Nike
The A’One
Retail Design for the launch of The A’One
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.
In our spatial designs, we wanted to reflect and celebrate all that A’Ja stands for and inspire the next generation. We honed in on some of her iconic attributes and amplified them across all Nike retail spaces.
The A’One shoe is designed to support and enhance A’Ja’s powerful and commanding style of play, and we wanted to ensure that was reflected in the storytelling of the campaign. Personal and authentic details are scattered throughout, including a pearl motif that nods to a necklace her grandmother gave her. Luxurious materials and textures were referenced throughout, in true A’Ja style.
The storytelling was critical for this campaign. Innovation Cases were built featuring artefacts that cite A’Ja’s unique influences as well as references that are embedded in the DNA of the A'One design. LED diffuse glow strips were used around the display areas, with compartments finished in pink velvet textures to reference high-end jewellery displays. Montage lifestyle images of A’JA and sections exploring the key product innovation technologies and user benefits pulled together the narrative of inspiration, power, confidence and style.
In each store we maximised the impact of the windows and facades to attract customers with oversized, bold imagery of A’Ja including her infamous grills, and bathed the spaces in her signature pink.
In Pinnacle stores, the window displays utilised high-polished chrome to create oversized basketball shapes, complete with diamanté embellishments. A central display unit was inspired by a pearl which has ties to her family - with the use of iridescent colours, smooth finishes and pearlescent rendering. Jewellery like chains with the A'One Swoosh logo charm, featuring additional diamond elements, completed the A’Ja window displays.
Inside the stores we incorporated pink lighting and powerful imagery of A’Ja to immerse the customer into the A’One campaign.
In the NYC Soho store we were able to create a dramatic entrance tunnel with campaign footage showing on a video wall, next to rows of pink chrome basketballs.
Featured throughout was campaign imagery of A’Ja’s grillz, and nods to the basketball court such as knotted-style NBA nets using metallic and diamanté elements, giving an elevated feel.
Custom footwear walls were built to provide impactful product displays in each space. Rumour has it, A’Ja asked to have one of these shipped to her after the campaign….
Credits:
NIKE:
North America Retail Senior Creative Director: Jenny Tondera
North America Retail Producers: Anna Fulton, Kara Cederberg, Chelsea KopaczNorth 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