Just do it. Arguably the most recognizable brand slogan of all time (unless you count Christianity, Islam, and Judaism as brands and “amen” as the original tagline). When you hear Just Do It, you think of Nike. You think of the Swoosh (yes, capital S. It’s that iconic). You think of sneakers. You think of sport. And that’s the goal of branding: to make people think not just about your brand, but through it. Nike isn’t just a sportswear company. It’s a global force. A cultural powerhouse. They’ve transcended their category by building a brand that doesn’t just sell products—it sells the culture.

A’ja Wilson’s on Top

The WNBA doesn’t have a definitive best player, but if you had to name one, A’ja Wilson makes the strongest case. Night after night, she dominates the game with a mix of skill, intensity, and leadership that sets her apart. Off the court, she’s just as commanding—charismatic, outspoken, and impossible to ignore.

Now, she’s leveling up in a different arena: the world of cultural influence. Wilson’s new Nike signature shoe dropped and sold out in minutes. That’s more than a product launch, it’s a signal. The demand wasn’t driven by scarcity or hype tactics. It was driven by meaning. Fans aren’t just buying a sneaker, they’re buying into everything Wilson represents: excellence, authenticity, and the future of the game.

There’s even a theme song in the mix, one that channels the spirit of the iconic “Like Mike” jingle that once helped turn Michael Jordan into a marketing myth. That comparison isn’t casual. It’s intentional. Wilson isn’t just an athlete, she’s becoming a symbol. A new kind of blueprint for what sports stardom looks like in 2025.

Nike knows exactly what it has in A’ja Wilson. Not just a star, but a story. Not just talent, but timing. This is a player who’s rewriting what it means to be marketable in women’s sports, by simply being undeniable.

Everyone Watches Women’s Sports

Nike and TOGETHXR just announced a partnership aimed at doing what should’ve been obvious all along: treating women’s sports like sports. No asterisks. No “women’s section.” No qualifying language. Just game.

For decades, women’s sports have been sidelined, not for lack of talent, competition, or audience, but because of outdated perceptions and underinvestment. That’s changing. Fast. And this partnership is the latest proof.

TOGETHXR, founded by four generational athletes in Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, is more than a media company. It’s a mission. A platform built to increase visibility, expand access, and tell the kind of stories that shift culture. Whether it’s through original content, athlete-led campaigns, or community-driven initiatives, TOGETHXR is challenging the idea that women's sports are niche. They’re not. They never were.

Nike backing that vision adds real weight. Not just because of their global influence, but because of what it represents: institutional power meeting grassroots purpose. It’s a move that validates what fans have been shouting for years, that the audience is here, the talent is here, and the market is ready. What’s been missing is the commitment.

The Nike x TOGETHXR collaboration isn’t just a brand alignment, it’s momentum. A long-overdue investment in a future where young girls don’t have to imagine being seen. They already are.

The Hyperboot Is Here

Nike and Hyperice just teamed up to launch a product that reimagines recovery gear for a new era of athletes. It’s called the Hyperboot—and it’s built for movement.

Dropping May 17, the Hyperboot looks and feels like a high-performance shoe, but under the hood, it’s packed with next-level tech. Inside is a combination of heat therapy and Normatec’s dynamic air-compression massage system, the kind of treatment elite athletes used to need a training room for. Now, it’s built into your footwear.

That means no more sitting still, strapped into massive devices just to recover properly. With the Hyperboot, athletes can stay warm, loose, and game-ready, whether they’re walking into the arena, warming up on the sideline, or winding down after the buzzer.

This isn’t just a flashy new gadget. It’s part of a bigger story: Nike’s ongoing push to give athletes smarter, more seamless tools that support peak performance. From recovery rooms to real life, the Hyperboot makes elite-level care more accessible, more wearable, and more mobile.

Because recovery isn’t a break anymore. It’s part of the game.

Nike didn’t just build a brand. It built a world where the athletes are the storytellers, the products are the language, and sport is the culture that holds it all together. This is what it looks like when a company stops selling shoes and starts selling belief. In movement. In recovery. In representation. In the idea that greatness doesn’t need to fit into old molds, it creates new ones. Just do it isn’t just a slogan. It’s a signal. A signal of what comes next.

*To see the brand through their own lens, check out nike.com.

Disclaimer: Brand Projekt is an independent brand commentary project and is not affiliated with, endorsed by, or sponsored by any of the companies featured. All trademarks and brand names are the property of their respective owners and are used solely for illustrative and commentary purposes.