ONE OF A’KIND

Nike - One of A'Kind (Case Study) | Campaign “One of A’kind” celebrates A’ja Wilson’s first Nike shoe through the voices of young Black girls in South Carolina. An original handclap rhyme, inspired by Miss Mary Mack, becomes their anthem, with each verse carrying viewers through landmarks of A’ja’s life, from her grandfather’s church to Big T’s Bar-B-Que. The rhythm of play unlocks layers of memory, while easter eggs like barrettes shaped in her logo, filming inside her family church, and a nod to her signature one-legged sleeve first worn at Benedict College root the story in her community. The film transforms a sneaker launch into a cultural celebration, a love letter to Black girlhood and the legacy that shaped a three-time WNBA MVP. The impact was immediate: A’ja’s debut shoe sold out in under five minutes, proving the rhyme was not just for children but an anthem for everyone. Credits: - Client: Nike - Advertising Agency: Wieden+Kennedy Portland - Production Company: Iconoclast