Nike The A’One

Rosie Lee Creative

Clent:
Nike

Jenny Tondera
Anna Fulton
Kara Cederberg
Chelsea Kopacz
Karin Carter
Adriano Furtado
Andre Simmons,
Darien Birks
Farah Kafei
Justin Abbott
Amy Christensen
Scott Denton-Cardew


Team:
James Nelson
Maddalena Gioglio
Gil Cocker
Toby Knight
Wai Lau

...And many more




 In May 2025, Nike introduced The A’One — A’ja Wilson’s first signature shoe — and with it, a landmark moment in women’s sport and sneaker culture. I was part of the team that led the retail design for the launch campaign across all Nike-owned stores in the U.S., and our mission was clear from the outset: to create a unique, engaging, and fully immersive environment that captured the essence of A’ja.

This wasn’t just about showcasing a shoe — it was about building a space that embodied A’ja’s influence, charisma, and power, both on and off the court. Through carefully curated materiality, lighting, and storytelling, we set out to reflect her fearless mindset and redefine what a signature shoe can represent: power, style, and unapologetic individuality.

In our spatial concepts, we zeroed in on what makes A’ja iconic — her bold energy, her strength, and her sense of self. We wanted each store to be more than a point of sale; it had to be a statement. Luxurious textures, bold lighting moments, and personal storytelling elements were all layered into the environment to bring her story to life.

The A’One itself is designed to enhance A’ja’s commanding style of play, and we made sure that same power came through in the retail narrative. One of the most meaningful details we carried through the space was a pearl motif — a nod to a necklace her grandmother gave her. That small touch of legacy, heritage and femininity added a human, emotional layer to the campaign. Throughout the spaces, we used pink velvet textures and jewellery-inspired finishes to evoke a sense of luxury and intention, grounded in who A’ja is.

Storytelling sat at the heart of everything. We built innovation cases that featured artefacts connected to A’ja’s life and career, alongside key design details from the shoe itself. LED diffuse glow strips wrapped around display units, and we paired campaign lifestyle photography with tech-driven storytelling around the shoe’s performance benefits — tying inspiration and innovation seamlessly together.

Inside the stores, we used pink lighting to flood the spaces with warmth and strength, and powerful campaign imagery of A’ja to fully immerse consumers into The A’One world. The NYC Soho store gave us the opportunity to go all in — we created a dramatic tunnel entrance with a full video wall running campaign footage, flanked by rows of pink chrome basketballs. It was unapologetically bold, just like A’ja.

Throughout the space, there were elevated nods to the court — from metallic and diamanté versions of knotted NBA nets, to close-up features of A’ja’s grill in campaign imagery. We created custom footwear walls and highly detailed product pedestals to give the shoe the platform it deserved. Rumour has it A’ja asked to have one of those pedestals shipped to her after the campaign… high praise indeed.

Ultimately, this was more than a product launch — it was a cultural moment. A space that celebrated innovation, individuality, and the fearless spirit that A’ja brings to the game. 

And I’m incredibly proud of the role we played in bringing that to life.











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