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NOT JUST A TOUR
IT WAS A REAL SHOW
4 Cities. 6 Days. 13 Activations.
A'ja took over Europe.
HILVERSUM
03.05
LONDON
03.06-03.07
BERLIN
03.08
PARIS
03.02-03.04
WHAT DID WE
ACHIEVE
We brought A’ja closer to Europe – fueling her brand with local connection and using her unique energy to reignite Nike Basketball in EMEA.
PEOPLE ENGAGED
ON THE GROUND
1700
ORGANIC
SOCIAL IMPRESSIONS
15M
COMMUNITIES
CONNECTED
11
Across France, England and Germany
RESPONDED
EUROPE
Fans showed up, turned moments into movements, and shared the show everywhere.
DO IT?
HOW DID WE
Community
COMMUNITY
PARIS
We partnered with four of Paris’ most influential local Basketball communities: All Parisian Games, PB18, Take your Shot, Sport dans la ville as well as local clubs to take over the 19th district with a unique basketball event. During the game, A’ja set her own rules: from extra points for standout plays to paint-only scoring.
Her game. Her format. Her show – right in the heart of Paris.
EHQ
We invited A’ja to our European Headquarters to coach kids from our local SCI 3x3 unite. A one-in-a-lifetime experience where future talents leveled up under the guidance of the four-times WNBA MVP.
LONDON
At Barking Abbey, the UK’s elite basketball program, we brought together top players for a clinic and an all-star game.
We created an archive room where players, creators, and spectators could watch A’ja’s greatness through highlights from her entire career, followed by clinics and an all-star game where A’ja did it all: coached, hosted, and even danced.
BERLIN
For International Women’s Day, we partnered with Zalando and the SCI Here to Hoop to create space for 45 FLINTA girls. A’ja led the session on court then shared her journey alongside the Berlin Dreams community and media.
Real stories. Real advice. Built to last beyond the moment.
CULTURE
CULTURE
DÎNER DU LOUVRE
We placed A’ja at the epicenter of French culture and style by having her host her own table at the Dîner du Louvre, the French version of the Met Gala.
Surrounded by leading French cultural catalysts - Theodora, Roman Dicko, Nadia Melliti, Tiakola, Salomé Gomis-Trezise, and influential media - A’ja stepped beyond sport and into fashion and culture.
A strategic moment that elevated her profile and positioned her within Europe’s cultural conversation.
A’JA X KADEISHA BUCHANAN X LAUREN JAMES X CHELSEA FC
We brought A’ja onto Europe’s biggest stage: football.
At Stamford Bridge, she connected with Chelsea FC defender Kadeisha Buchanan, with a special appearance from England star Lauren James - bridging basketball and football audiences.
The moment was amplified across club, players, and Nike channels, making all of England watch A’ja.
A’JA X LEGO
In Berlin, we surprised A’ja with an epic giant LEGO minifigure, a branded truck, and a marching band to create an unmissable moment.
The A’ja truck then traveled across Berlin, finishing at Potsdamer Platz, where 270 kids took part in basketball challenges - connecting A’ja to a younger audience through the world of play.
A'TWO
A'TWO
A’TWO GLOBAL UNVEIL
To mark the Europe-exclusive launch of the A’Two, we unveiled A’ja new signature shoe in one of the world’s most iconic settings – right in front of the Eiffel Tower.
MARKETPLACE ACTIVATION
We turned retail into the stage, bringing the A’Two to life across Europe’s key basketball doors.
House of Innovation
Paris
We built A’ja’s very own stage inside HOI, spotlighting the A’Two at the center.
A’ja showed up to host and connect, bringing local communities together through talks and shooting challenges.
Basket4Ballers
Paris
Through a high-energy in-store takeover, A’ja stepped behind the counter, selling more than one A’Two per minute and turning the launch into a fan moment.
Footlocker
London
At Foot Locker Marble Arch, we created a dedicated A’Two trial zone, giving consumers direct access to the product.
A’ja then took the stage for a live, broadcasted talk with 200 selected consumers and cultural catalysts.
Kickz
Berlin
Inside of Kickz, A’ja shared her journey with 200 loyal members, followed by a meet & greet and autograph session that brought her closer to the German basketball community.
Across every stop, the A’Two became the moment. From store shelves to the streets, consumers captured it, shared it, and amplified it, turning product into culture across social.
UGC
DIGITAL
AMPLIFICATION
To scale the show, we built a content ecosystem across A’ja’s channels,
Nike platforms, partners, and communities.
This wasn’t content. It was cinema.
A’ja and Nike channels
SOCIAL MEDIA
@Nikebasketball
@NikeLondon
@NikeParis
@Aja22wilson
PEOPLE ENGAGED
ON THE GROUND
XM
VIEWS
13.3M
INTERACTIONS
279.4K
*Around the A'Two
POSITIVE SENTIMENT
85%
Partner channels
Stores
Communities
Creators
Athletes
Clubs
COMMS
We collaborated with COMMS partners to scale the excitement around the A’Two and A'ja
REACH
+1.5M
Fueling belief
in the A’Two
21 stories + 24 social amplifications to build excitement and product understanding
Expanding A’ja presence to EMEA
8 stories + 8 social amplifications
to elevate A’ja beyond product
NIKE DIGITAL ECOSYSTEM
We captured the energy of the tour on Nike.com through a ‘Notify me’ journey ahead of the official launch
Women and BB LP
Push + Inbox
Card and Thread
EMPLOYEE
ENGAGEMENT
We brought our people into the show, creating real employee access to A’ja throughout the tour.
We hosted a live Q&A session with A’ja at EHQ, giving employees direct access to her story, mindset, and journey.
Selected employees got even closer; meeting A’ja throughout the tour in exclusive 1:1 moments
We extended the experience through our EKIN, bringing the tour to life on EKIN TV so our Nike employees can follow, feel, and share the journey as if they were there.
WHAT WE
LEARNED
The social media team delivered top‑tier content throughout the tour. Having a ten‑person agency team on the ground enabled rapid, high‑quality content production, fostered new creative ideas, and ensured coverage of any additional needs as they arose. This level of resourcing proved essential to the tour’s success.
The varied scale and nature of activations across cities—from high‑energy fashion moments to football integrations and authentic community clinics—allowed the tour to reach diverse audiences and positioned A’ja as a multifaceted athlete whose appeal extends well beyond basketball.
This approach translated into a strong digital programming strategy: the tour effectively balanced broad reach through basketball and community narratives with deeper engagement and responses driven by culturally focused content.
THANK
YOU
To the 100+ teammates that worked days and nights on this project – we truly created
something special: the energy was unreal, the consumer connection was unmatched,
and the results speak for themselves.
Thank you. And be proud of yourselves. You are all the real MVPs.
To the next one.
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