Nike basketball: Air Deldon Launch
R/GA, portland
Elena Delle Donne is an absolute superstar of the WNBA and a fierce advocate for inclusion. She teamed up with Nike to create their most inclusive basketball shoe ever—the Nike Air Deldon. Inspired by her sister Lizzie, who has cerebral palsy, the shoe opens up for hands-free entry making it more accessible to players with disabilities.
For the most inclusive shoe, we created an inclusive campaign lead by the authentic stories behind each design. The six colorways each represented a chapter of Elena’s life: whether it’s playing through chronic Lyme disease or being true to herself, Elena’s story opened the door for fans to also be their authentic selves.
And the response was epic. The ‘Air Deldon’ quickly became Nike’s most-searched shoe, selling out in just 36 hours. By championing inclusivity, we created a legacy that goes way beyond basketball.
Nike Air Deldon ‘Lyme’
Ten long years Elena has battled Lyme disease, not that she shows it. But for the first colorway, she wanted to bring awareness to her condition and champion athletes playing through chronic illness.
nike.com product page
Nike Air Deldon ‘Hoodie’
The iconic orange hoodie is a status symbol of support for the WNBA. Elena took that one step further to create a shoe for showing off your love of the W in this unmissable hue.
nike.com product page
Nike Air Deldon ‘Be True’
As a young LQBTQIA+ person, Elena found a community in basketball where she felt she could be her true self. This colorway represents that journey, and was the fastest-selling shoe of the entire Deldon launch.
Nike Air Deldon ‘Be True’ Product Page
Nike Air Deldon ‘Legacy’
A record-breaking College career, championships with the WNBA, and an advocate for all on and off the court. Elena hasn’t just changed the game. She’s changed women’s sports. The ‘Legacy’ colorway represents all the ways she hopes to leave the game better than when she found it.