/03 Shai 001
↓ Converse Basketball
360º Campaign
Launching the first Converse signature basketball shoe in almost 20 years.
→ Concepting
→ Creative Direction
→ Verbal Design
→ Creative Direction
→ Verbal Design
Converse Chucks were the first-ever basketball shoes, but fans don’t think “Cons” when they think basketball.
With the launch of their first signature shoe in nearly 20 years—the Shai 001 by Shai Gilgeous-Alexander—Converse set out to take over NBA All-Star Weekend.
The goal? Kickstart a conversation about their place in modern basketball while introducing their bold new silhouette.
With the launch of their first signature shoe in nearly 20 years—the Shai 001 by Shai Gilgeous-Alexander—Converse set out to take over NBA All-Star Weekend.
The goal? Kickstart a conversation about their place in modern basketball while introducing their bold new silhouette.
To do that, we were tasked with creating a 360º campaign to activate the shoe throughout the weekend.
From events and OOH to headline-grabbing stunts, the Shai 001 became the talk of the town. Not only did we break through the buzz around the new Ant Edwards shoe, but we also landed Shai 001 on everyone’s wish list.
A slam dunk for Shai—and for Converse, now back on people’s minds when they think about basketball.
From events and OOH to headline-grabbing stunts, the Shai 001 became the talk of the town. Not only did we break through the buzz around the new Ant Edwards shoe, but we also landed Shai 001 on everyone’s wish list.
A slam dunk for Shai—and for Converse, now back on people’s minds when they think about basketball.
Attendance is always a key concern for any brand—but during All-Star Weekend in San Francisco, it was even more pressing. With countless brands competing for physical attention, standing out was a challenge.
Add to that a target audience aged 14–18—who typically stay only a few minutes before moving on—and the stakes were even higher.
So, we came up with a bold idea: the first-ever fan-sponsored hour. Attendees would receive exclusive merch in exchange for staying in the space for a full hour, generating content along the way.
This not only elevated the experience, but also gave each part of the space its own moment—seen through the lens of the fans themselves.
And beyond being a smart activation, the idea would’ve created a single, unifying thread for the entire campaign—a focused narrative designed to spark conversation and amplify reach.
But in the end, the client didn’t move forward with it. “Too risky”...
Super sad ;/
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Add to that a target audience aged 14–18—who typically stay only a few minutes before moving on—and the stakes were even higher.
So, we came up with a bold idea: the first-ever fan-sponsored hour. Attendees would receive exclusive merch in exchange for staying in the space for a full hour, generating content along the way.
This not only elevated the experience, but also gave each part of the space its own moment—seen through the lens of the fans themselves.
And beyond being a smart activation, the idea would’ve created a single, unifying thread for the entire campaign—a focused narrative designed to spark conversation and amplify reach.
But in the end, the client didn’t move forward with it. “Too risky”...
Super sad ;/
