A'ja Wilson was robbed of the regular season MVP award. That was the narrative going into the WNBA Finals. If A'ja led the Vegas Aces to back-to-back championships, she would show who the real MVP was. Nike wanted to be there when she did. (Spoiler alert: she did.) 

 

The problem is, Nike had a minimal budget. And $0 media spend. So, we hijacked moments we knew would go viral: the locker room celebration and post-game presser. Nike gave A'ja a t-shirt to celebrate in. The message? "M'VPeriodt".

 

The next morning,"M'VPeriodt" was all over social feeds. Every mainstream sports outlet had posted A'ja celebrating in her statement-making shirt. It even made the cover of SLAM magazine, Tom Brady's IG. By the end of the day, it was on TV. (ESPN)