South Carolina women’s basketball: Dawn Staley and Nike have a long history

We’re used to Shane Beamer’s “Welcome Home” posts on social media. But in the wake of Friday’s announcement that Nike will take over as South Carolina’s apparel provider, we could soon see Nike say “Welcome Home” to Dawn Staley.

Nearly 30 years ago, Nike signed Staley to its stable of athletes, and the partnership has continued to this day. 

Staley appeared in one of the commercials for A’ja Wilson’s A’Ones, the most visible product of her relationship with Nike. There have also been lower-profile appearances at Nike events and serving on committees. 

But it’s a far cry from the 1990s, when Nike and Staley collaborated on one of the first signature shoes for a women’s basketball player.

The Nike Zoom S5, the name combined Staley’s last initial and uniform number, debuted in 1999. Nike and Staley began developing the shoe in 1995, the same year Nike released Sheryl Swoopes’ shoe, the Nike Air Swoopes, the first ever for a female basketball player.

In 2021, Staley recounted the process in an interview with Andscape.

“I didn’t really care what I looked like from my ankles up, as long as ankles down were nice, new and clean. … And I think that came off as supercool to Nike … authentic,” she said. “I think my shoe was the flyest of them all,” she said. “Some women’s shoes look like women’s shoes. I didn’t think my shoe looked like a woman’s shoe. It looked like a dude could really appreciate it and wear it. The Zoom S5 was a beautiful shoe. Nike needs to bring that thing back.”

She’s not the only one who feels that way. There were only two editions of the shoe released, the Zoom S5 and the Zoom S5 II a year later, but they remain extremely popular with collectors and sneakerheads.

Staley’s love of clothes and shoes – especially Nikes – is legendary (Nike even sent her a personalised pair of A’Ones). Staley’s no fool. She knows the importance of keeping Under Armour happy. And to be fair, Under Armour has been good to the Gamecocks (the “You win some, you lose none” campaign was brilliant).

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But since Under Armour started making the Gamecocks’ uniforms, Staley has had to keep her collection of Nikes mostly in the closet while she coaches. That’s going to change soon.

Because Under Armour is still South Carolina’s apparel provider until July 1, 2026, Nike is limited in how much it can promote the move. But that hasn’t stopped some winking promotion.

Prior to their games on Saturday, former Gamecocks and current WNBA stars Allisha Gray and A’ja Wilson wore shirts that said “7.1.26” (the date Nike takes over the contract) under a Nike Swoosh.

“I’m bitter (that) they get to wear the swoosh,” Wilson said. “I’m so honoured and blessed to be able to have our squad and other teams at South Carolina rep the A’One and the swoosh as well. It’s been a long time coming, and I’m grateful for that partnership.”

The contract stipulates that Nike will provide a full uniform redesign within the first four years of the agreement, but Wilson seemed to confirm that it is already in the works.

“I’m excited. What we’ve got cooking is huge,” she said. “Like I said, I’m jealous, because I know the uniforms and shoes are going to be fire.”

Could that include a throwback to Staley’s signature shoe? Imagine the Gamecocks taking the court in garnet and black Zoom S5s and throwback uniforms. At the very least, surely Staley has a pair in her closet she could bring out for the first game of the 2026 season.

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