South Carolina women's basketball: Dawn Staley on how Nike could help recruiting

South Carolina’s upcoming switch from Under Armour to Nike has been eagerly anticipated by fans. Based on the initially announced terms, the switch could have a significant impact on women’s basketball. After South Carolina’s first official preseason practice, Dawn Staley talked about the upcoming move.

Before she got into the change to Nike, Staley thanked Under Armour for its support over the last 15 seasons. She noted that Under Armour has been good to the Gamecocks, including alternate uniforms, shirzees, billboards and commercials at the Final Four, and the “You win some, you lose none” campaign after the 2024 national championship.

“Under Armour was great to us,” Staley said. “We wore Under Armour when we won three national championships. So it’s nothing against what they’ve done to us. We’ve made great relationships and friendships with them.”

If there are hard feelings, it doesn’t show. Under Armour has provided South Carolina with new practice uniforms for this season, something the company probably didn’t have to do.

For a long time, there has been a notion that South Carolina’s recruiting has suffered because of the Under Armour affiliation. Recruits want to wear Nike, so they sign with Nike schools, the theory goes. 

Staley didn’t seem to necessarily buy that theory, but she said the switch to Nike should help recruiting if for no other reason than change is appealing.

“I do think it helps recruiting,” Staley said. “Change helps recruiting. Just change. It’s Nike. Most kids, no matter what kind of packages they get, seem to be attracted to Nike, no matter what it is. You can get less, and they’re attracted to it. But I do think Nike will do every sport here right. And I think women’s basketball will be a place in which they’ve got a lot of room in which to display our legends.”

Join GamecockCentral now for $1 your first week and enjoy a complimentary year of The Athletic – included with your membership.

Three of those legends, Kamilla Cardoso, Allisha Gray, and, of course, A’ja Wilson, are Nike athletes (Aliyah Boston signed with adidas). Gray and Wilson wore shirts touting the switch when it was announced (Cardoso was playing in the AmeriCup tournament at the time), and all three wore Wilson’s signature shoe, the A’One, this season. Plus, there is an entire section of the contract dedicated to “A’ja Wilson Integration.”

Not only will South Carolina wear Wilson’s signature shoe, the A’One (although it will be the A’Two by the time the Gamecocks get a hold of it), Wilson will be involved in the design and marketing of the Gamecocks’ brand.

“I’m bitter (that) they get to wear the swoosh,” Wilson said in July. “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 South Carolina with a full uniform redesign within the first four years of the agreement. Because South Carolina’s current uniforms contain elements that are unique to Under Armour, Nike will likely provide the redesign in the first year of the contract. 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.”

The switch to Nike also benefits Staley personally, which should trickle down to the program in general. Staley has been a Nike athlete since the mid-1990s and even had her own signature shoe, the S5.

Staley’s love of clothes and shoes, especially her Nikes, is legendary (Nike even sent her a personalized pair of A’Ones). But since Under Armour started making the Gamecocks’ uniforms, Staley has had to keep her collection of Nikes in the closet while she coaches. 

That will change soon.

“For me, personally, it’s helpful,” Staley said. “I can stop buying designer shoes because I’ve got a lot of Nike gear, a lot of Nike shoes.”

NEW! Message board for South Carolina Women’s Basketball!