Nike’s comeback strategy is banking on bold moves in women’s sports—and A’ja Wilson’s sold-out signature sneaker shows the ...

Memphis Grizzlies guard Ja Morant's second signature Nike basketball shoe drops in a Kool-Aid collaboration on May 16, 2025.

Conceptualized last year, Deichmann ’s “EXPECT THE UNEXPECTED” campaign saw the retailer team up with Nike to imagine its revival sneakers on next-gen creatives. Flipping expectations with an ...