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Not long ago, women’s sneakers were an afterthought, at best—and not thought of at all, at worst.
But with the rising popularity of the WNBA and women’s college basketball, these athletes are getting the respect they deserve.
Catilin Clark has a deal with Nike, and her signature is imminent. Breanna Stewart is with Puma, and Sabrina Ionescu has had three signature releases already with Nike. Add in Rickea Jackson’s partnership with Skechers, plus Jacy Sheldon’s deal with HOLO Footwear, and all these collaborations are becoming too much to keep up with.
That’s what we call a good problem.
A’ja Wilson’s A’Two is now the signature standard
Things weren’t always this way, and A’ja Wilson is a perfect example.
For many years, her fans demanded that Nike release a signature sneaker for the superstar. Of course, the release was inevitable, and when it finally arrived, it lived up to the hype.
Wilson finally got her own sneaker and a logo to match. And, just as her fans expected, it was a massive success.
Wilson not only had a successful sneaker launch, she also added another ring to her wardrobe, winning the 2025 WNBA championship. And now, she’ll be adding another sneaker to her closet with the A’Two.
In a statement released by Nike, Wilson spoke about the sequel to her debut shoe:
The A’One was a journey — a real blessing
It did exactly what it was meant to do and put people on notice. The A’Two is a level up of that strong foundation. It’s bigger, bolder and even more me. I poured my whole heart into the shoe and the collection — creating something that everyone can continue to feel a part of, from the girlies to the kids to the fellas.
It may have been frustrating that the best player on the planet had to wait so long for these off-the-court benefits, but good things take time. Wilson now has it all and has broken the glass ceiling on what is possible for women basketball players everywhere.
Jordan Brand jumps on the Azzi Fudd opportunity
Now that the momentum has built, players are getting attention from brands sooner and sooner.
UConn superstar Azzi Fudd recently announced her NIL deal with Jordan Brand. She’s now part of a company that features other women’s basketball stats, like her teammate Sarah Strong and former UConn greats in Napheesa Collier and Gabby Williams, along with NBA stars Luka Dončić and Jayson Tatum.
Previously, Fudd was signed to Under Armour’s Curry Brand.
That deal has since expired, and now Fudd will be part of the iconic Jumpman brand. Fudd released a statement on the new partnership:
I grew up watching what the Jumpman meant to basketball and to the culture around the game. So becoming part of the Jordan Brand family represents what I am stepping into and the greatness that I aspire to be.
The fact that Fudd already has so many suitors represents the growth that’s already happening in women’s basketball. Soon, the idea that a player like Wilson would ever go multiple years without a signature sneaker will be laughable and a thing of the past.
In the present, Wilson proved that even a delay couldn’t deny her success. And her second signature shoe shows that while it took some time to get to this point, Wilson is just getting started.
A popular collaboration between Nike and TOGETHXR created a T-shirt that reads “Everyone Watches Women’s Sports,” and soon the idea that everyone WEARS women’s sports merch—from head to toe—will also be a reality.
