The most marketable athlete on the planet. The golden goose of the WNBA. That’s what they call Caitlin Clark, and honestly, it’s for all the right reasons. She is killing it, grabbing new business deals like they’re rebounds while strengthening the partnerships she’s already built. From basketballs flying off shelves to multimillion-dollar endorsements, CC is at the forefront of athlete branding.

Her latest move is a major collaboration with supermarket chain Hy-Vee, a powerhouse that rakes in more than $13 billion annually, per its official site. This partnership couldn’t come at a better time. Just in time for the holidays, Hy-Vee announced an exclusive drop of Caitlin Clark’s Dreamer and Tribute Wilson basketballs.

 Their Instagram post hyped up the release, saying, “Designed for athletes and fans of all ages. 🏀 Find the Dreamer and Tribute basketballs from @caitlinclark22’s limited collection exclusively at Hy-Vee through the holiday season.” The balls, including the size six version for younger players, are available at select Hy-Vee stores, while supplies last.

But this didn’t just begin overnight. Back in May, Wilson Sporting Goods signed a multiyear partnership that included her very own signature basketball collection. That’s a massive deal on its own. Because she is the only other athlete to have a signature basketball with Wilson is none other than Michael Jordan.

David Picioski, Wilson’s head of global partnerships, couldn’t have been more thrilled. “We haven’t done a deal of this magnitude since we did one with Michael Jordan 30 to 40 years ago,” he said. “I don’t know that I could name an athlete in recent memory that has sold at this level.” Well, they weren’t kidding.

In September, when Wilson dropped the first Clark-inspired basketball, it sold out in under 40 minutes. That’s tens of thousands of basketballs snapped up almost instantly. Then came November, and Wilson kept the hype going strong with the launch of Clark’s Journey Series. This collection featured two stunning new basketballs: a sleek black ball called “Every Point” and a crisp white one named “Make Your Mark.”

Wilson described the line as “A homage to stops along the way that have made her the hooper she is.” Each ball tells a story. A tribute to the Indiana Fever star’s journey from Iowa to becoming the WNBA’s brightest star. However, while the baller’s bond with Wilson continues to thrive, her relationship with Nike has left fans a little frustrated.

Back when Caitlin Clark signed an eight-year, $28 million deal with Nike, the promise of a signature shoe seemed like a given. After all, Clark is a brand in herself. She’s the 2024 No. 1 WNBA draft pick, the NCAA Division I all-time leading scorer, and the WNBA Rookie of the Year. And her jersey sales skyrocketed by 500% this season.

So where’s the shoe? Fans are wondering the same thing. To make matters worse, UConn’s Paige Bueckers recently landed her own signature sneaker, which only intensified the frustration. Clark’s supporters have been vocal, with some even launching petitions to boycott Nike until they deliver on the promise. As one fan put it, “If Caitlin Clark doesn’t deserve a shoe, who does?”

Although the frustration is understandable, Caitlin Clark is a superstar, and Nike knows it. Maybe they’re holding back for something even bigger—something that hasn’t hit the news cycle just yet. We never know. In the meantime, CC’s brand just keeps rising. So let’s sit and see what she does next