Malia Obama’s bold Nike debut honors HBCU culture

When Malia Obama stepped behind the camera to direct her first commercial, she didn’t just make art—she made history. The Nike spot, launching A’ja Wilson’s signature “A’One” sneaker on May 6, did more than promote a shoe; it’s a cinematic love letter to Black excellence, athletic greatness, and the undeniable rhythm of HBCU culture.

For HBCU sports fans, this moment hits different.

Obama’s direction centers Wilson’s roots in Columbia, South Carolina, and her deep ties to Benedict College—where her father, Roscoe Wilson, was once a standout player. The commercial’s heart-pounding choreography, performed by Benedict College dancers, mirrors the precision and pride seen every fall on HBCU football sidelines. It’s a nod to the halftime shows, the battle of the bands, the sweat and swagger of Black college sports that too often go unseen by mainstream media.

“When you think about HBCUs, you think about tradition, you think about family,” Wilson said. “That’s what raised me.”

Wilson, now a two-time WNBA MVP and Olympic gold medalist, continues to shine a spotlight on the communities that molded her. And thanks to Malia’s storytelling, that spotlight now beams globally.

The “A’One” isn’t just a shoe—it’s the first Nike signature sneaker for a Black woman athlete in over a decade. The campaign itself breaks barriers, and with Obama at the helm, it speaks to a new generation of fans who want to see authenticity in sports marketing.

For HBCU alumni and athletes, this commercial is more than representation—it’s validation.

Let this be the start, not the exception. Demand more stories rooted in HBCU greatness. Because when the culture leads, the world watches.