• Loading stock data...
Friday, August 22, 2025
The biggest names in sports media. All in one room. Buy tickets now!

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike’s rollout for A’ja Wilson’s signature shoe last week was huge—and a far cry from how it released Sheryl Swoopes’s signature shoe in the 90s.

Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
Imagn Images

Thirty years ago, Sheryl Swoopes and Nike made history with the first-ever women’s basketball signature shoe. 

The Nike Air Swoopes—designed by Marni Gerber—launched in retail stores in October 1995. Last week, Nike released three-time MVP A’ja Wilson’s signature shoe, the A’One—the company’s first signature shoe for a Black woman since Swoopes’s last release in 2002. 

“It’s crazy when I think about it, because when my shoe came out, Nike didn’t do a commercial,” Swoopes told Front Office Sports at the Breaking Barriers Summit in New York. “It was ‘here’s your shoe, great.’ And that’s how they promoted it. I bring that up because there is opportunity there for me to capitalize off of A’ja being only the second African American woman to have a signature shoe [at Nike since 2002] and me being the first. There is something there for us to work on together.”

Swoopes later clarified that Nike did produce a commercial for the Air Swoopes IV in 1998, three years after the shoe release, featuring a young Kyla Pratt. The experience, Swoopes said, was “awesome.” The rollout for Wilson’s shoe is where Swoopes sees an unprecedented shift from the brand. 

Since Nike’s release of the Air Swoopes in 1995, the company has released signature women’s basketball shoes for nine other athletes, including Wilson. That number will increase to 10 when the brand releases Caitlin Clark’s shoe.

The timing of Clark’s signature shoe is still unclear.

Other Nike players with their own shoe to date include Jennifer Rizzotti, Cynthia Cooper, Lisa Leslie, Dawn Staley, Chamique Holdsclaw, Diana Taurasi, and Sabrina Ionescu.

Swoopes’s agent, Gina Paradiso, told FOS she has asked Nike repeatedly about re-releasing her original shoe, but no plans have been made. Nike did not directly answer questions about any plans it might have with Swoopes’s shoe, instead pointing to its “iconic archives of sneaker silhouettes” and saying that its designers prioritize “listening to the athlete.”

Wilson’s shoe sold out within minutes; a sneaker expert told FOS that the engineered scarcity was an indicator of Nike going all-out to hype the shoe. The campaign included two viral commercials, one of which was directed by Malia Obama. 

The Aces dedicated an entire home preseason game on May 6 to “A’One Night,” with Wilson’s college coach Dawn Staley sitting courtside in an unreleased colorway of the shoe.

One of the biggest differences for the modern athlete, Swoopes said, is the opportunities afforded to them through social media. 

“I try not to think about that,” Swoopes responded with a laugh when asked about the brand deals she would have had access to if she were playing today. 

But even in retirement, Swoopes said she’s receiving brand pitches. 

“For me being older, there’s been so many more opportunities that I’ve gotten that have come through social media and honestly word of mouth because of the platform I had playing basketball.” 

Swoopes mentioned Wings guard Dijonai Carrington, who is well-known for playing with a full face of makeup. Carrington had been inundated with questions about her routine from fans and seized on the interest to partner with One Size Beauty.

But Swoopes acknowledged that not all aspects of social media have been positive for athletes in the WNBA. The key to getting paid, she said, is asking for what you want. 

“Social media is one of those things that can be really good, but it also can be really bad,” Swoopes said. “If you’re not mentally and emotionally strong [enough] to deal with the hate and the things that come your way, it’s not a good place for you. But when I see money that these athletes are making today through social media, I am blown away.” 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Aug 5, 2025; Brooklyn, New York, USA; Dallas Wings guard Paige Bueckers (5) looks to drive past New York Liberty guard Natasha Cloud (9) in the third quarter at Barclays Center.

Man Arrested for Throwing Dildo at Liberty Game

After police released his photo, the man turned himself in.
Alex Rodriguez and Marc Lore

Timberwolves Lay Off Dozens After A-Rod, Lore Take Over

Rodriguez and Lore took over the Wolves and Lynx in June.

Featured Today

Nov 23, 2024; Minneapolis, Minnesota, USA; Penn State Nittany Lions head coach James Franklin looks at quarterback Drew Allar (15) during the first quarter against the Minnesota Golden Gophers at Huntington Bank Stadium.

Private Equity Enters College Sports—Without the Equity

As college football starts, lending agreements have become PE’s best way in.
Sep 8, 2024; East Rutherford, New Jersey, USA; New York Giants running back Eric Gray (20) returns a kickoff against the Minnesota Vikings during the first half at MetLife Stadium.
August 18, 2025

‘Fauxbacks’ Throw Back to a Retro Uniform That Never Existed

Many throwback jerseys are brand-new designs or “Franken-Unis.”
August 17, 2025

‘Labubu Gang’: The Creepy-Cute Dolls Sweeping Pro Sports

The creepy-cute doll is the hottest collectible—and fashion statement.
Middle Tennessee wide receiver Cam'ron Lacy (86) catches a pass and carries the ball during the season final home football game against New Mexico State on Saturday, Nov. 23, 2024.
August 15, 2025

How Middle Tennessee State Added $668,000 to Its NIL Budget

The Blue Raiders are creating a new blueprint for cutting costs.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Sponsored

Building A Pro League From Scratch

Front Office Sports and Gainbridge® spotlight what it takes to build a professional women’s soccer league.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.