Business
A’ja Wilson Now Has a Nike Signature Shoe. Why Did It Take So Long?
A’ja Wilson, a center for the Las Vegas Aces, is widely acknowledged as the best player in the Women’s National Basketball Association. She is something like the league’s on-court answer to LeBron James or Michael Jordan.
“I don’t shy away from having conversations with her about being the greatest to ever play,” said Becky Hammon, who has coached the Aces since 2022.
Ms. Wilson was the W.N.B.A.’s Rookie of the Year in 2018, won its Most Valuable Player Award in 2020 and 2022 and won a championship in 2022. But while she racked up achievement after achievement, one marker of basketball stardom eluded her: the shoe.
If Ms. Wilson were playing in the National Basketball Association, she would have long ago gotten a signature shoe, the on-court footwear designed with and for a player. More than two dozen N.B.A. players have them.
For years, marketers largely ignored the women’s game. But Ms. Wilson’s star has risen alongside that of the league she plays in, and in early 2023, Nike finally told her that it planned to create a signature shoe for her.
“I probably cried for a couple of days,” she said.
The plan remained secret, and her fans got angry as Ms. Wilson continued to dominate on the court — winning another championship in 2023 — without any news of a shoe. Fans were happy last May, however, when Nike announced that it would release her signature shoe, the A’One, this month, alongside an apparel collection.
(The year in between gave them even more reasons to be happy: Ms. Wilson became the first player in W.N.B.A. history to score 1,000 points in a season, won a third M.V.P. Award, was named one of Time magazine’s women of the year and had her jersey retired by the University of South Carolina.)
The A’One went on sale on Tuesday, with a “Pink Aura” version, making Ms. Wilson the first Black W.N.B.A. player to have a signature shoe since 2011.
“It’s time for people to have a shoe and see a shoe from someone like me, considering it hasn’t been done in a long, long time and it comes from a Black female athlete in this world,” she said. “I’m grateful.”
The 28-year-old was speaking in the Saint-Germain-des-Prés neighborhood of Paris, at a hotel suite overlooking Le Bon Marché, the famous department store. Her 6-foot-4 frame was dressed in the athletes’ off-court uniform of sweats, with jewelry in her ears and on both sides of her nose. She was there on behalf of Nike. It was men’s fashion week, so outside the hotel, photographers waited behind a rope in case celebrities emerged.
The Rise of the W.N.B.A.
W.N.B.A. players are bigger stars now than they ever were before, arguably with more cultural impact than they had even in the league’s heady early days in the 1990s, when players like Lisa Leslie and Sheryl Swoopes became household names. Last season, interest in the league spiked, buoyed by the popularity of the rookies Caitlin Clark and Angel Reese. Brands rushed to play catch-up.
That resurgence has happened in the shoe industry, too, where brands have struggled to monetize products connected to female athletes.
The first W.N.B.A. player to have a signature shoe made for her was Ms. Swoopes in 1995. Nike’s Air Swoopes had a tab on the back that made it easy to put on with the long fingernails she liked to sport. Nike made seven editions of it, the most it has made for any female player to date.
Eight other W.N.B.A. players released signature shoes between 1995 and 2001, according to a database kept by ESPN. In 2005 and 2006, Nike made shoes for Diana Taurasi, who starred at the University of Connecticut, for the U.S. women’s national team and for the Phoenix Mercury. After her shoe, Nike didn’t make another signature shoe with a women’s basketball player until 2023.
Nike wasn’t alone in its hiatus. Between 2011, when Adidas released a product with Candace Parker, and 2022, there were no W.N.B.A. signature shoes, according to ESPN’s database. There just wasn’t much of a market, industry observers say.
Women’s models make up a small portion of the basketball shoe business, said Matt Powell, a retail analyst with BCE Consulting, in part because many female basketball players prefer wearing a men’s shoe.
“It costs a tremendous amount of money to develop a shoe and then to build that shoe,” Mr. Powell said. “If sales are not going to be huge, and that is the history of what we’ve seen, any brand is like, ‘How much of an investment can we make here?’”
That all started to change when women’s college basketball became more popular. Social media allowed players to create personal brands, and in 2021 the National Collegiate Athletic Association shifted its rules to allow athletes to capitalize on name, image and likeness (N.I.L.) deals, increasing their visibility with commercials and other advertisements.
Broadcast channels helped, too: ESPN began televising the N.C.A.A. women’s tournament in 1996 but did not air the championship game on its broadcast network, ABC, until 2023. Ms. Reese’s Louisiana State team defeated Ms. Clark’s Iowa for that title, drawing nearly 10 million viewers.
The 2024 championship game drew 18.9 million viewers, beating the men’s championship game by about four million, according to Nielsen. That interest has trickled up into the W.N.B.A. as the players moved there, too.
In July 2023, Nielsen reported a rise in interest generally in women’s sports. It also said surveyed viewers were frustrated by a lack of access to live women’s sports and a lack of media coverage.
“Sneaker companies are always reactive to the public, and they’re always responsive to what they perceive as popular at a given time,” said Brandon Wallace, an assistant professor at Indiana University who has studied the industry.
Sabrina Ionescu’s shoe came out in 2023, her fourth W.N.B.A. season, all with the New York Liberty. It was Nike’s first unisex shoe and is one of the most popular shoes for N.B.A. players to wear during games. Players have said they like its look, which includes intricate embroidery and customizable colors, and how it feels on their feet. The structure is similar to Kobe Bryant’s shoe, which revolutionized the industry.
Nick Depaula, a journalist who covers the sneaker industry, said he expected Ms. Wilson’s to be popular among the men as well. In part because of its design — he cited “the grip and the support and the lightweight element” — and in part out of solidarity.
“She’s worn LeBrons for years and supported his line,” Mr. Depaula said, referring to the Los Angeles Lakers superstar, who also has a deal with Nike. “There’s an element of players excited for her personally.”
Bam Adebayo of the Miami Heat, who has been romantically connected to Ms. Wilson, has already worn her shoe in a game, before its release.
Mr. Powell, the industry analyst, also said he believed that Ms. Wilson’s shoe would do well among women’s basketball shoes, in part because of the heightened interest in the W.N.B.A. and in part because of its relatively low price. Adult sizes are $110 and children’s $90, compared with $190 for Mr. James’s signature shoes or $130 for the Sabrina 2.
The Caitlin Clark Comparison Game
The launch of Ms. Wilson’s shoe has not come without controversy.
In April 2024, when news broke that Nike was planning a signature shoe for Ms. Clark, then heading into her rookie season with the Indiana Fever, it set off a firestorm.
The news of Ms. Wilson’s shoe wasn’t public yet. Her fans wondered if racism played a part in giving Ms. Clark, who is white, a shoe before the much more professionally accomplished Ms. Wilson, especially since the only other active players with signature shoes — Ms. Ionescu and Breanna Stewart, a two-time M.V.P. — are both white.
Others noted Ms. Clark’s exceptional popularity: She was selling out arenas and causing opponents to move their games to bigger venues. Games she played in set viewership records.
Strangers debated Ms. Wilson’s merits. Some said that her personality wasn’t charming enough, or that her style of play lacked charisma. Frontcourt players are sometimes thought to be less marketable because their style of play is often less flashy.
“It was very hard for me to navigate, only because in the back of my mind I’m like, ‘Yes, I know a shoe’s coming, but I really have nothing to share,’” Ms. Wilson said. “And to constantly be in those conversations and constantly having my name dragged through the mud and having my résumé dragged through the mud is really hard.”
When the shoe was announced, Nike leaned into the controversy: Ms. Wilson wore a sweatshirt that had “Of Course I Have A Shoe Dot Com” written on it.
Now some writers and fans are wondering why Ms. Clark isn’t getting her shoe alongside Ms. Wilson.
A prominent Substack sports columnist, Ethan Strauss, suggested that Nike was delaying Ms. Clark’s shoe because of Ms. Wilson’s coming product, calling it “corporate malpractice” to not cash in on Ms. Clark’s popularity.
Tanya Hvizdak, Nike’s vice president of global sports marketing, said Nike was not delaying Ms. Clark’s shoe for Ms. Wilson. She said creating a signature shoe took time and disagreed with the characterization that it had taken too long for Ms. Wilson to be awarded a shoe.
“What I would say is we’ve been supporting our women’s basketball athletes for 40 years,” Ms. Hvizdak said.
Mr. Powell, the analyst, said Nike’s recent struggles as a business and its overhaul last year were instructive as well.
With Nike’s stock price falling and cultural relevance slipping, its board announced the abrupt retirement of its chief executive, John Donahue, in September and said Elliott Hill would replace him. Mr. Hill had spent 32 years with the company before retiring in 2020.
“I think we would have seen the Caitlin shoe a lot faster if Elliott had been at the helm,” Mr. Powell said. “His predecessor just did not appreciate product and the value of endorsement.”
Nike is expected to announce a shoe soon with Paige Bueckers, the first pick in this year’s W.N.B.A. draft. Ms. Reese, who plays for the Chicago Sky, has a shoe in the works with Reebok and has already released lifestyle shoes for day-to-day wear.
A Move Into Fashion
It confuses the people close to Ms. Wilson that marketing opportunities have come more slowly than her basketball accolades.
“She’s a supportive person,” said Sydney Colson, a teammate for the last three seasons and one of Ms. Wilson’s closest friends. “And not even just superstars, but people like that are just rare to come by.”
Ms. Wilson decorates the lockers of her teammates for their birthdays and buys a cake celebrating Pride for her gay teammates each year. Last year’s Pride cake was pink with disco balls, rainbow frosting and lettering that spelled, cheekily, “Hooray you gay.”
Ms. Wilson is also outspoken. When Mr. James signed a $154 million contract with the Lakers during her rookie year, she posted a tweet saying the W.N.B.A.’s best were hoping just to reach $1 million. At the time, the league’s top players made salaries of $115,500. Ms. Wilson will make $200,000 this season, which opens on May 16.
Nike and Ms. Wilson declined to comment on the size of their overall deal, but The Wall Street Journal and The Athletic have reported that Ms. Clark’s Nike deal is worth $28 million over eight years.
Ms. Wilson has not shied away from discussing the impact of race on why she is sometimes called not marketable.
“It’s 100 percent about race,” she said. “And it’s one of those things where we can sit there and say that all the time, but there’s going to always be someone that’s like, ‘Well, no you’re just making it about race.’”
As new opportunities have come her way Ms. Wilson has used them to cultivate her image. She has especially leaned into the fashion world’s recent embrace of her; Vogue and GQ, for instance, featured her last month in a spread related to the Met Gala.
The collection with Nike includes single-leg leggings like the ones that Ms. Wilson popularized in the W.N.B.A., made in hot pink, and a hot pink sweatshirt with satin-lined hood (because her mother got tired of seeing her wearing a bonnet at the airport, Ms. Wilson said).
When she went on tour last year for her book, “Dear Black Girls,” her team approached the designer Sergio Hudson, who has dressed Michelle Obama, former Vice President Kamala Harris, Beyoncé, Rihanna and Jennifer Lopez, to outfit her.
He knew Ms. Wilson was stylish, and he liked the idea of supporting a W.N.B.A. player, especially one from his home state, South Carolina.
“When I saw her walk out in the first outfit we made for her, I was like, ‘This girl is a star,’” Mr. Hudson said.
“At that time it wasn’t how it is now,” he said. “It wasn’t that long ago, but it’s like overnight things have shifted and the W.N.B.A. girls are prime celebrities, and everybody wants to dress them.”
Business
After heated debate, California updates key climate limit. Critics say it’s a retreat
In a high-stakes decision that will shape California’s economy for years, air officials late Friday approved a sweeping overhaul of the state’s signature climate program, cap-and-invest.
The 10-3 vote from the California Air Resources Board determines how aggressively the Golden State will curb planet-warming greenhouse gas emissions in the years ahead — and how billions of dollars in revenue will flow through communities, businesses and public programs statewide.
Cap-and-invest was nation-leading when it launched in 2013. The program forces major polluters to pay for their share of emissions by buying allowances at auctions or being granted them for free. It uses the revenue to fund public transit projects, wildfire prevention, affordable housing, clean energy, electric vehicles and safe drinking water.
The pollution limit — or cap — declines each year, reducing the total amount of emissions in the state and helping California reach its ambitious climate targets, including 100% carbon neutrality by 2045.
The Legislature voted last year to extend cap-and-invest through 2045. Officials at the Air Resources Board then spent the last several months drafting and revising the plan voted on this week, which received considerable feedback from oil and gas companies, environmental groups, lobbyists and lawmakers all jockeying for different priorities.
Some 200 people testified in person during the marathon two-day meeting preceding the vote, and the final proposal received more than 1,000 written comments.
Industry groups warned that capping emissions too much and too quickly would push refineries out of the state and drive up already soaring energy costs. But environmentalists and other stakeholders said giving too many concessions to fossil fuel interests would defeat the program’s purpose, which is to drive down emissions along a pathway consistent with what scientists say could preserve a recognizable climate.
The program was always planned to become stricter as the years unfolded, to give businesses more time to make the stronger reductions in their emissions.
Officials were under legal, market and budgetary pressure to pass a plan without delay, and also said it’s important for California to signal market certainty.
“It is no secret that climate policy is at a crossroads — under attack by an openly hostile and well-funded opposition and upended by global economic upheaval,” CARB chair Lauren Sanchez said during the meeting. “At a moment of uncertainty at the federal and international levels, California has the opportunity to lead with consistency.”
Among the key updates to the program are the removal of 118 million pollution permits, or allowances, from the market by 2030, and 900 million after 2030. Officials say this will amount to a steep, 11% annual lowering of the cap by the end of this decade, and 7% from 2031 to 2045, in keeping with the state’s mandated targets.
Critically, however, the update will also create a new pool of 118 million allowances above the cap that polluters can apply for and receive if they invest in decarbonization projects, a program dubbed the Manufacturing Decarbonization Incentive.
The incentive program is intended to discourage regulated industries from leaving the state. Two major refineries have announced exit plans in recent years, including Valero’s Benecia refinery and Phillips 66’s Los Angeles refinery, which shut down in 2025.
But many critics — including transit, affordable housing, environmental justice and clean water groups — said this amounts to a dismantling of the program.
“CARB has proposed creating exactly 118.3 million additional allowances … outside the cap, the precise number of allowances that must be removed from the cap to keep us on track for our 2030 targets,” said Caroline Jones, a senior analyst with the nonprofit Environmental Defense Fund. “This undermines the cap’s role in actually limiting climate pollution, which is the core function of this program.”
The board approved the decarbonization incentive but committed to additional workshops and evaluations of the program before issuing any allowances for it.
Other updates include more free allowances for industrial facilities and refineries, which regulators said will help reduce pressure on gasoline prices. Critics described the free permits as subsidies for oil and gas.
The update will also shift some allowances from gas to electric utilities, and increase funding for the California Climate Credit, a rebate that appears automatically on people’s utility bills.
But perhaps most controversial is how the update will affect the program’s multibillion-dollar revenue, which flows into the state’s Greenhouse Gas Reduction Fund each year and is distributed to various programs. Cap-and-invest has delivered $35 billion for climate projects in California since its inception.
The new incentive pool will mean the loss of $2 billion annually to the fund, or roughly half the amount it has received in recent years, according to an analysis from the Legislative Analyst’s Office.
While the Air Resources Board does not determine how the fund is divvied up — that’s the Legislature — opponents warned that this could amount to significant cuts for the Affordable Housing and Sustainable Communities Program, the Low Carbon Transit Operations Program, the SAFER drinking water program and the Community Air Protection Program, among many others that rely on revenue from cap-and-invest.
“This could create serious consequences, including a potential zeroing out of the state’s support for critical emission reduction programs,” said Phillip Fine, executive officer at the Bay Area Air District. “Striking the right balance is critical, but all consequences must be fully considered.”
It was a sentiment echoed by many who delivered comments during the board meeting.
“These additional allowances would not only endanger our emissions targets, they would also flood the auction market and depress cap-and-invest revenues,” said Pam Odell of the group Climate Action California. “These revenues fund vital programs, promote climate resilience, clean transit and transportation, and public health, especially in the most heavily exposed front-line communities.”
Some groups came out in support of the update, however, including Southern California Edison and Pacific Gas & Electric. The plan strikes a “balance between program stringency and affordability,” Fariya Ali, air and climate policy manager with PG&E, said during the meeting.
Assemblymember Jacqui Irwin (D-Thousand Oaks), who authored the bill that reauthorized the program last year, was cautiously supportive, noting that she would like to see more guardrails around the incentive program to ensure it aligns with state climate targets. But delaying the update would only create more uncertainty at a time when the Trump administration is already canceling clean energy funds and revoking California’s authority to set clean vehicle standards, she said.
“If we fail now to adopt the proposed amendments to cap-and-invest, it would be without a doubt the greatest victory that the Trump administration could possibly hope for to achieve against California’s climate policies this year,” Irwin said.
Oil and gas groups were tepid. Jodie Muller, chief executive of the Western States Petroleum Assn., said the update provides some near-term relief for refineries, but leaves too much uncertainty after 2030 to drive continued investment.
Brian McDonald, regulatory affairs manager with Marathon Petroleum Corp., said similarly that the oil company is “deeply concerned that the current proposal does not go far enough to provide the regulatory certainty needed to sustain in-state fuel production.”
In a briefing ahead of the vote, California climate economist Danny Cullenward said the update threatens both the “cap” aspect of the program by introducing the new allowance pool, and the “invest” aspect by threatening to reduce the program’s revenues.
The proposal is “being presented as a compromise when in fact it is sacrificing both of the key goals of the program,” he said.
The new plan is slated to go into effect Sept. 1.
Business
Another tech company says it will cut hundreds of jobs amid pivot to AI
Layoffs have continued with another tech company saying it was cutting people to enable it to use more artificial intelligence.
Groupon announced in a security filing this month that it will cut up to 400 jobs, or nearly 25% of its worldwide workforce, as part of a broader restructuring plan to make the platform AI-native. The Chicago company plans to carry out the layoffs in the coming months.
Earlier the company’s Chief Executive Officer Dušan Šenkypl had said the company “fell short of our expectations” last quarter.
Since 2022, more than 800,000 tech workers have been laid off, according to Layoffs.fyi, a website that tracks job cuts.
The surge in pink slips started in 2023, when companies that had gone on hiring sprees during the COVID-19 pandemic began to cut back. From January to April this year, U.S. tech employers announced 85,411 job cuts, up 33% from the same period last year, according to global outplacement and executive coaching firm Challenger, Gray & Christmas.
Groupon said in the filing that the decision to shift toward an AI-based company is to “better deliver on our mission, serving both customers and merchants.”
The company said the layoffs will cost it as much as $13 million, but save it more than $20 million per year.
This announcement comes as many e-commerce companies are shifting their business models to AI to reduce costs by automating many roles.
Artificial intelligence has also triggered fierce competition for top talent and is also fueling tens of thousands of layoffs this year. The result is that the class divide is widening in Silicon Valley as a tiny group of employees are landing unprecedented packages for AI skills, while many others struggle to find work.
The have-nots are doing everything that used to guarantee great jobs — refreshing resumes, optimizing LinkedIn profiles and doing interviews — but companies are much more picky these days. The tech jobless are rethinking their lives. Some are taking pay cuts, while others are leaving tech. Some are going back to study or launch startups. Some have retired.
Groupon shares, which have fallen 27% over the last 12 months, slipped 1% on Thursday to $21.20.
Business
ABC files applications ‘under protest’ for early renewal of TV station licenses
Walt Disney Co.’s ABC has filed renewal applications with the Federal Communications Commission “under protest” after an order mandating a years-early review of the network’s eight television station licenses.
The criticism was part of the network’s applications for the FCC review, which were filed ahead of a deadline Thursday. In an objection to the early renewal, Disney’s New York station WABC called the FCC order “unlawful, arbitrary and unconstitutional” and said it was “legally indefensible.”
“The Commission had not demanded early renewal in over five decades,” the station wrote in its filing. “And it has never before demanded simultaneous license renewal applications from a group of stations commonly owned with a network as it has here. The order has no legitimate purpose.”
The licenses for the eight ABC-owned TV stations, including KABC in Los Angeles, were originally scheduled for renewal between 2028 and 2031.
The FCC order came shortly after ABC late-night host Jimmy Kimmel made a joke about First Lady Melania Trump looking like an “expectant widow” days before a gunman tried to breach the White House Correspondents’ Assn. gala last month that President Trump attended.
Trump has frequently threatened to have TV station licenses pulled when he is unhappy with their coverage, but the order is the first time the government has acted on his wishes, sparking anger from free speech advocates. The FCC has said the order is part of an investigation into whether Disney’s diversity and inclusion policies violate federal law and the agency’s rules against “unlawful discrimination.”
In its response, WABC said the “only plausible reason” to issue the order was to “punish the station for speech the government does not like.”
“The ultimate injury here is not to the station or its parent company. It is to the public,” WABC wrote. “When a broadcaster must weigh regulatory retaliation before making editorial decisions, the public loses access to journalism that is free from government influence.”
FCC Chairman Brendan Carr said in a statement Thursday that Disney filed its applications to renew its broadcast licenses only after the company was told its previous answers were “disingenuous, deficient and improper.”
“Contrary to Disney’s claim that the FCC called in their broadcast licenses for early renewal for no reason, the record shows something very different,” Carr said. “Broadcast licensees have a unique obligation to operate in the public interest. The FCC will follow the facts and law wherever they may lead.”
FCC Commissioner Anna M. Gomez, the panel’s only Democrat who has backed Disney in its fight, cheered the Burbank media and entertainment company’s filing, saying in a post on X that she was “glad to see them expose the FCC’s actions as nothing more than naked political retribution and an unlawful assault on free speech and a free press.”
Times staff writer Meg James contributed to this report.
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