From Playground Rhymes to Primetime

A’ja Wilson’s Sneaker Launch Is Black Girl Nostalgia at Its Finest

Image by Nike

Did you feel that? That rush of nostalgia?

Hand games in the front yard. Beads clacking. Giggles turning into full-blown laughter, it’s that childhood joy. Nike just tapped into it perfectly with the launch of A’ja Wilson’s debut sneaker, the A’Ones, and this one’s deeply rooted in Black girl magic.

Malia Obama having a hand in the direction, the campaign hits with dynamic visuals and a bold burst of pink. But it’s more than just pretty, it’s personal. From a church scene shot in A’ja’s real childhood church, to little girls getting shushed for clapping too loud during hand games (you know the vibe), every frame feels intentional.

The ad oozes Black girl culture. That catchy nursery rhyme? Straight from the playground. The lyrics? Laced with slang we all use on a daily. Let’s not forget the details; berets shaped out of A’ja’s logo, beaded braids spelling out her name, and cameos from Dawn Staley and A’ja’s own parents, which make it feel like a love letter to the village that raised her.

And Nike? They sealed the deal with this line:

“A’ja left her prints on this one. Tattoos behind each shoe tongue show gratitude to her village, while favorite quotes hidden underfoot remind hoopers to dream big—and that weakness isn’t on the agenda.”

Image by Nike

As a Black woman, this one gave me chills. It’s a reminder that our stories, our childhoods, and our culture deserve to be front and center, and this campaign proves just how powerful that can be.