The Nike A'One Experience Tampa

Celebrating a historic moment in women's basketball

Set against the vibrant backdrop of Tampa, FL, BeCore crafted an immersive experiential activation to launch A'ja Wilson's signature shoe, the A'One, marking a historic milestone as she became one of the first WNBA players with a signature shoe and the first Black WNBA player to receive this honor since 2010.

Connecting with the next generation

Nike aspired to create a campaign that authentically resonated with a key, often overlooked audience: young Black girls ages 10-13. The challenge was designing an experience that celebrated A'ja's legacy and intentionally showed up for a new generation of hoopers, reinforcing Nike's commitment to inclusivity, empowerment, and representation.

Crafting "The Huddle" experience

BeCore's approach centered on creating "The Huddle," an experiential concept grounded in themes from A'ja's "Dear Black Girls" that immersed guests in her journey while celebrating individuality, confidence, and team spirit. Strategically designed for both kids (10-13) and older teens (14-18), the activation featured key touchpoints like the Tunnel Walk, interactive storytelling spaces, and a community-driven Locker Room, seamlessly integrating A'ja's narrative with the A'One through retail experiences, customization stations, and seeding moments leading into the Women's Final Four.