By Steven Corder
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.
