Last week, Nike hosted ‘Nike On Air,’ a three-day immersive experience in Paris that took 400 attendees on an exclusive look through the past, present, and future of Air technology. While the athlete and product innovation commanded attention, the event also shed light on the crucial role of fashion brands partnering with women in sports. It emphasized the significance of recognizing and collaborating with female athletes as a significant stride forward. Against the backdrop of gender pay disparities and insufficient acknowledgment, the women present stood out, not only in their fashion statements and performance but also in the compelling stories they shared.
In today’s world of sports, people are interested in knowing more than just how well an athlete performs. They want to learn about their personal lives, interests, and self-care routines. The future of Nike’s Air innovation is focused on collaborating more with athletes, allowing them to diversify themselves as professional athletes and leave their mark on designs that impact their respective fields.
While at the Palais Brongniart last Thursday evening, the immersive rooms ended with the main experience–the Nike On Air live performance. The event featured 40 elite athletes worldwide who teamed up with Nike to unveil the 2024 national and federation kits for the Summer Olympics. They also provided a sneak peek into the co-created looks that some athletes partnered on with designers like Martine Rose and Sacai. Stylist Kyle Luu curated the custom looks with bold prints and innovative designs that reflect the wearer’s personality and individuality. On stage, top athletes like Serena Williams, Sha’Carri Richardson, and A’ja Wilson proved that personal style in sports is limitless.
With an increasing trend of athletes sporting stylish outfits during tunnel walks and a high demand for securing athletes for fashion editorials, it’s evident that women in sports are shaping a new era of style and performance. One of the prominent figures in this movement is A’ja Wilson, an Olympic gold medalist, a WNBA star, and the author of the New York Times bestseller Dear Black Girls.
“To incorporate personal style into the game is huge,” Wilson shares. “It’s a way of crossing over brands, simultaneously being in the worlds of fashion and sports.” For Wilson, the court is a stage for athletic prowess and a canvas for self-expression. As a member of the Las Vegas Aces, she embodies a fusion of athleticism and style that captivates audiences both on and off the court. “Maybe not everyone knows us on court, but everyone loves a good fit. Everyone loves a little drip or down.”
Wilson finds inspiration for her sense of style in the aesthetics of the 90s. However, she describes her personal style as comfy, chic, and fun. She attributes her unique look to her strong sense of self and her stylist, Amadi Brooks. She’s impressed by how Brooks has incorporated her personality into her clothes, allowing Wilson to be true to herself in fashion. While on the court, her personal style focuses on accessorizing her uniform, particularly with a single-leg sleeve that matches her jersey color, distinguishing her from those who choose a double-leg sleeve. Additionally, she’s not afraid to rock a set of nails, keeping them more neutral in color palette while in season.
Wilson’s message goes beyond the flashy and glitzy world of fashion. It strikes a chord with audiences, emphasizing the significance of representation and diversity in sports, especially for Black women. By promoting her style and embracing her identity, Wilson inspires a new generation of athletes to push the boundaries and redefine the norms. Her advocacy extends beyond the fashion industry, touching on the importance of self-care and resilience in facing challenges. She reminds us to give ourselves grace, especially during adversity. As Wilson eloquently says, “If I can’t win from within, I can’t win on the court.” Her words are a potent reminder of the importance of prioritizing our mental and physical well-being in the pursuit of success.
The WNBA is gaining more visibility and momentum, and athletes like Wilson are essential in shaping the narrative. Black women in sports are making a significant impact by embracing their identity, advocating for representation, and showcasing their style both on and off the court. Collaborations between brands and athletes are crucial in shaping a future where representation, style, and self-care are celebrated as integral components of athletic excellence. Feeling good about yourself goes hand-in-hand with looking good, and brands that recognize this potential will connect with their audiences on a deeper level. By taking bold steps toward embracing inclusivity and representation in sports and fashion, brands like Nike are making a positive impact and celebrating diversity.
Wilson, who is participating in her second Olympic games, feels honored to represent her country again. For her, it is an incredible moment to wear the jersey with the USA logo as she remembers all the great athletes who have worn it in the past. Wilson feels the pressure to perform at an elite level because she does not want to let anyone down. However, wearing the jersey is also a lot of fun because people who may not know her from her WNBA team are now cheering for her because she represents the United States.
During the finale of the Nike On Air show, Nike unveiled the A.I.R. – Athlete-Imagined Revolution. Thirteen athletes from various sports, such as running, football, basketball, and tennis, were given the opportunity to bring their vision centered around Nike Air to life. This resulted in 13 unique performance footwear concepts explored using artificial intelligence and 3D-printing technology. These concepts showcased the limitless possibilities of Air and its potential to revolutionize the sports industry. One of the designs, created by Wilson, was crafted to be adaptable in every situation on the court.
As the conversation ends, Wilson echoes Nike’s Air innovation ethos that redefines boundaries in sports and fashion through collaboration and self-expression.