It’s not just a campaign, it’s culture!
WNBA superstar A’ja Wilson recently released her debut sneaker and her new campaign commercial had an unexpected director, Malia Obama, BET reports.
The new Nike spot, “ONE OF A’KIND”, is more than an ad for Wilson’s debut sneaker, the A’One. It’s a nostalgic, heart-filled vignette that feels like a mirror for generations of Black women and girls. The eldest Obama child, professionally known as Malia Ann, helped direct the commercial. The piece uses Wilson’s life as a canvas to paint memories we all know: double-dutch on the pavement, the rhythm of hand games, the clack of barrettes and beads, church pew side-eyes, and the support of a village that cheers for you whether you’re on the court or not, The Grio reports.
Malia, a Harvard graduate and a growing creative force, brought her storytelling skills to the campaign with a cinematic eye and emotional clarity that made the commercial feel like home. For Wilson, whose A’One sneaker officially drops May 6th, the campaign was deeply personal.
“From the beginning, we designed the shoe to both support my game and to provide young hoopers a tool to help them level up,” Wilson said. “The A’One aces that assignment, delivering exactly what I need to push my performance and inspiring the next generation to give it their all on every play.”
From the pastel pink palette—aptly named Pink A’ura—to the girls’ hairstyles spelling out A’ja with beads, every element was intentional. These weren’t just visuals. They were memories. They were affirmations. They were invitations for young girls to see themselves not just as athletes or artists, but as masterpieces in motion.
Filmed in Wilson’s hometown of Columbia, South Carolina, the ad features dancers from Benedict College and includes a scene in her family’s church, Saint John Baptist, where her paternal grandparents once led the congregation. The church scene isn’t just a nod to Wilson’s roots—it’s a moment many Black kids know too well: laughing at the wrong moment, getting “the look” from a church elder, and learning early on that community and discipline often go hand in hand.
Even Wilson’s parents, Roscoe and Eva Wilson, make an appearance—surrounded by trophies and beaming with pride. Their quiet cameo adds warmth and authenticity to the piece, while another mentor, Coach Dawn Staley, shows up dancing at Big T’s BBQ, giving viewers a glimpse of the love and legacy that raised a champion.
And for Obama, the project adds to a growing body of work that includes her Sundance-debuted short film The Heart and co-writing credits on Amazon Prime’s Swarm. With ONE OF A’KIND, she proves yet again that her voice behind the camera is powerful, purposeful, and rooted in the lived experiences of Black women.
This wasn’t just a commercial. It was a celebration—a joy-filled reel of the rituals, sounds, and spaces that raised us. A reminder that Black girls are worthy of being centered, cherished, and immortalized on screen. And thanks to A’ja Wilson and Malia Obama, we were.
Check out the full heartwarming commercial for the new Nike A’One’s by A’ja Wilson below!
Cover photo: Malia Obama Directs A’ja Wilson’s New Nike Commercial & It’s a Beautiful Love Letter to Black Girls/Photo credit: Foc Kan/WireImage/A’ja Wilson/Instagram