Once the go-to brand for NBA legends like Magic, Bird, and Jordan, Converse’s dominance on the hardwood had long faded as other competitor brands took over. By 2024, Converse was better known for its lifestyle and heritage icons like the Chuck Taylor, than its performance basketball sneakers. That changed with the signing of NBA superstar and newly minted Converse Basketball Creative Director, Shai Gilgeous-Alexander, who set out to redefine what modern basketball style could look like. His debut signature shoe, the SHAI 001, arriving Fall 2025, introduced a sleek silhouette, bold colorways inspired by his loved ones, and a design language unlike anything Converse had released before. It marked not just a product drop, but the start of a new era for Converse Basketball.
Our challenge was clear: turn a single new product launch into a cultural moment. With a nine-month runway from its reveal in January to launch in September, the goal was to keep energy high, build anticipation, and engage fans every step of the way.
The solution? A strategy rooted in storytelling, creativity, and cultural immersion, building an entirely new world around Shai and Converse and inviting the fans right in.
Grounded in deep audience insight, our strategy centered on what today’s Converse consumer values most: inspiration, innovation, and individuality. For this generation, basketball isn’t just a sport — it’s a canvas for self-expression and carving your own lane. To serve them authentically, we built a world around Shai Gilgeous-Alexander that reflected their ambition, creativity, and constant evolution. The Shai universe became the intersection of performance, culture, and design.
Our guiding ethos positioned Converse as the disruptor in a crowded performance landscape. This persona shaped everything — from brand films to teaser content to reactive social moments. Every touchpoint was designed to challenge convention and earn attention in a space dominated by legacy performance giants.
The rollout of the SHAI 001 unfolded as a series of culturally resonant moments blending sport and storytelling. It began with the relaunch of the Converse Hoops Instagram, where Shai’s new logo was revealed — immediately sparking conversation and speculation across platforms.
The official reveal followed with “Soundcheck,” a four-part ASMR-style social series spotlighting the shoe’s design through immersive, tactile audio. Unexpected and scroll-stopping, the format reframed how performance footwear could be introduced to the market.
Momentum escalated during the 2025 NBA All-Star Weekend in San Francisco, where Shai’s logo lit up the skyline like a signal announcing Converse’s return to basketball. Fans engaged with the SHAI 001 at a Converse pop-up experience, remixing sounds from the Soundcheck series, culminating in a live performance by Lil Yachty — merging sport, sound, and culture in one physical space.
As the playoffs progressed, Shai debuted exclusive new colorways each round, with coordinated social drops highlighting the inspiration behind each design. Product storytelling moved in sync with his on-court dominance, reinforcing authenticity and relevance in real time.
The journey culminated at the Oklahoma City championship parade, where the first pairs of the SHAI 001 were gifted directly to fans — grounding the campaign in gratitude and community.
To close this first chapter, the Butter colorway launched alongside a cinematic teaser and hero film celebrating three additional colorways inspired by Shai’s family. Emotional yet performance-driven, the final act united legacy, innovation, and heart — firmly reestablishing Converse Hoops as a cultural force in modern basketball.
The SHAI 001 commercial launch spoke volumes, becoming Converse’s most successful basketball drop to date. Fans continued to take notice as the campaign garnered 360M+ total views and 1M+ engagements (and counting). Every single colorway drop sold out in minutes, breaking records and proving the agency’s 9-month rollout to be strong and steady.
The campaign earned headlines in Forbes, Sports Illustrated, Hypebeast, The New York Times, The Los Angeles Times, and many other media outlets as the hoops world celebrated the culturally resonant launch.
What began as a moment became a movement. The powerful reintroduction of Converse Basketball to culture via the SHAI 001 launch proved the brand is here to stay.
