A'ja Wilson's lucrative contract extension with Nike should continue to raise WNBA's ever-increasing profile 

On Tuesday, Las Vegas Aces center A'ja Wilson cashed in on the WNBA's recent surge in popularity. 

ESPN's Shams Charania and Alexa Philippou reported Wilson is signing a six-year contract extension with Nike. The report didn't reveal numbers, but the shoe deal is expected to be one of the most lucrative for a women's basketball player. 

In April, The Athletic reported Indiana Fever guard Caitlin Clark signed an eight-year deal with Nike worth more than $20M plus potential bonuses. Wilson's contract should be in a similar ballpark. 

The update comes after Wilson and Nike announced the launch of her signature shoe, the "A'One," in May. It will be available in spring, shortly before the 2025 WNBA season. 

Extending Wilson and giving her a shoe seems like a way for Nike to capitalize on the recent women's basketball boom. 

"From the NCAA women's championship outdrawing the men's to the WNBA's $2.2 billion media-rights deal, the number of people following women's basketball has never been higher," wrote Front Office Sports' Margaret Fleming this past Friday.

In September, the WNBA announced it set a regular-season viewership record, attracting more than 54 million unique viewers across ABC, CBS, ESPN, ESPN 2, ION and NBA TV. Talented players like Wilson probably contributed to its growth. 

In 2024, Wilson, 28, became the second unanimous MVP in league history after averaging a career-high 26.9 points per game in 38 regular-season contests. She's also the fourth player to win the award three times.

Plus, Nike may be worried about the NBA's declining TV ratings. Front Office Sports' Daniel Roberts and Colin Salao recently reported the league's viewership on ESPN was down 28 percent through Nov. 21.

In March, Reuters' Katherine Masters and Ananya Mariam Rajesh noted Nike was "increasingly leaning on its basketball shoes" to improve sales. The waning interest in the NBA could certainly hinder this strategy.

Perhaps Nike will continue to invest in the WNBA to boost business. If Wilson's shoes sell, that could pave the way for other stars.