Malia Ann, formerly known as Malia Obama, recently directed two powerful Nike ads for WNBA star A’ja Wilson’s signature shoe, the A’One. The ads have gained widespread praise for their authentic celebration of Black girlhood, joy, and community spirit. Fans across social media platforms have responded with enthusiasm, calling the work “excellent” and “everything.”
The 26-year-old filmmaker’s direction brings fresh energy to athletic advertising through cultural storytelling. One ad features a playful, empowering remix of the classic hand-clapping game “Miss Mary Mack,” while the second showcases Wilson in her hometown with a special appearance by renowned coach Dawn Staley.
Rising Filmmaker Captures Black Girl Joy in Nike Campaign
Malia Ann’s creative vision shines through in the advertisements, which many viewers have described as feeling authentic and heartfelt. The director skillfully blends nostalgia with contemporary energy to create something uniquely powerful. Her work on these ads highlights her growing reputation as a thoughtful storyteller.
Social media reactions have been overwhelmingly positive, with comments like “It’s the everythingness for me right here” and “EXCELLENCE” appearing frequently. The connections between sisterhood, athleticism, and cultural heritage resonate deeply with viewers. Moreover, the ads avoid typical sports commercial tropes in favor of genuine cultural expression.
A’One Shoe Launch Embraces Cultural Authenticity
The Nike campaign marks an important milestone for A’ja Wilson, the WNBA star who now joins an elite group of athletes with signature shoes. Wilson’s A’One represents not just athletic excellence but also cultural significance. The decision to have Malia Ann direct these ads emphasizes Nike’s commitment to authentic storytelling.
The ads stand out for featuring everyday moments of Black joy rather than focusing solely on athletic performance. This approach connects Wilson’s professional achievements with her community roots. Furthermore, the campaign celebrates the supportive networks that help athletes reach their potential.
Hand-Clapping Games Meet Sports Marketing Innovation
One of the most talked-about elements of the campaign is the creative reimagining of “Miss Mary Mack,” a hand-clapping game familiar to many Black girls growing up. This nostalgic touchpoint creates immediate cultural resonance while celebrating childhood traditions. The clever remix connects past and present in a meaningful way.
The incorporation of these cultural elements has struck a chord with viewers who rarely see their childhood experiences reflected in mainstream advertising. Additionally, the rhythmic elements of the hand-clapping game complement the dynamic movements of basketball. This creative choice exemplifies how cultural authenticity can elevate sports marketing.
Hometown Roots and Community Connections
The second advertisement directed by Malia Ann takes viewers to Wilson’s hometown, showcasing the community that shaped her. The inclusion of legendary coach Dawn Staley adds another layer of significance, highlighting the importance of mentorship in athletic achievement. These personal touches create an emotional connection with viewers.
By focusing on Wilson’s roots, the ad celebrates not just individual achievement but community support. The visual storytelling emphasizes how athletic excellence grows from strong foundations. Furthermore, this approach honors the often-overlooked networks that nurture athletic talent.
Building an Impressive Creative Portfolio
This Nike project adds to Malia Ann’s growing creative resume, which already includes writing for Donald Glover’s acclaimed series “Swarm.” Her transition into directing demonstrates her versatility as a filmmaker. Despite her famous background, she continues to establish herself independently in the entertainment industry.
Some confusion arose on social media regarding directorial credits, with clarifications noting that filmmaker Jenn Nkiru directed the main commercial while Malia Ann directed the “stoop” segment. Both women received praise for their artistic contributions. Additionally, several commenters pointed out the filmmaker’s preference to be professionally known as Malia Ann rather than her full name.
