To celebrate the launch of A’ja Wilson’s first signature shoe and the rise of women’s basketball, Nike took over its SoHo store for a month, May 8 to June 6, 2025. Nike’s campaign creative was set. My job was turning it into a room, and deciding what that room should do beyond product awareness. One color, one court. The store’s trial court became an A’One pink world: a custom court floor printed with A’ja’s career record, campaign banners flanking the backboard, a wrapped screen surround and pink lockers. A journey built around the player. Three sessions hosted about 75 students from New York youth programs Murry Bergtraum, Power Play and Grow Our Game. The space was planned as a sequence: check in, find your locker, discover a pair of A’Ones waiting inside, lace up on the bench, take the court. Students trained in the shoes through skills-and-drills sessions led by Nike trainers. Keepsakes they’d use. Each student was gifted a Nike basketball and customized it with artist Corey Paige, then left with the ball they designed and a charm bracelet. A ball goes to practice. It doesn’t sit on a shelf. 1 full-court takeover · 3 youth sessions · ~75 students · ~75 basketballs customized · ~75 charm bracelets gifted · 7 weeks from kickoff to open