For A’One with Nike and A'ja Wilson, I rooted our campaign in the spirit of Columbia, turning each activation into a celebration of A’ja’s journey. We brought the unmistakable taste of A’ja’s favorite local restaurant, Big T’s Bar‑B‑Que, to life on‑site and filled the air with a playlist of her favorite local artists, creating a backdrop that felt personal and genuine.

On the courts where she first honed her skills—recently
restored by A’ja—we hosted a clinic for her former AAU
team, inviting them to share in her story. I love diving deep into research to uncover those personal details that make a campaign truly resonate. By weaving these authentic touches into both live activations and digital storytelling, the launch felt less like a product rollout and more like a hometown celebration of A’ja’s journey.