Converse SHAI 001 Launch
The Challenge
With a saturated basketball footwear market, it’s hard to stand out in a sea of brands looking to turn heads.
As Converse prepared for the release of Shai Gilgeous-Alexander’s first signature shoe, the SHAI 001, our goal was to reintroduce Converse Hoops to a new generation, cut through the noise of the sneaker world, and position Converse as a brand shaping the future of the game. So we relaunched @ConverseHoops on Instagram to drop product stories all season long.
The Solution
Say less and let the shoe do the talking with a first-of-its-kind content approach.
We revealed the shoe for the first time leading up to All-Star Weekend with “soundcheck,” a 4-part ASMR series that detailed the unique design of the Shai 001 juxtaposed with foley sound design.
Throughout the NBA Playoffs, we unveiled Player Exclusive colorways through teaser videos that carried the mysterious, surreal, and elevated tone of our campaign—bringing fans deeper into Shai's world and the colorway inspiration.
ARES GREY, CHARM BLACK, HAIL CLAY, and MASI BLUE grabbed the spotlight during each round of the NBA Playoffs.
While buzz grew around Shai’s MVP chances, we were ready to respond in real time, celebrating with creative that gave a nod to the moment, the SHAI 001: CLAY colorway announcement, and to his debut of the shoe on court.
As the stakes rose heading into Game 5, we seized the mounting momentum by making a custom post that captured the tension, made a bold statement, and went beyond the typical on-court imagery.
We finally announced the drop date for the SHAI 001: BUTTER with a social-first video, pulling the shoe straight from an ice-cold refrigerator.
SHAI 001: FAMILY - LAUNCH FILM
The SHAI 001 has arrived, but his journey is just getting started.
The Results
- 10minsFrom on sale to sold out for SHAI 001 BUTTER
- 63.7M+Views across social
- 1.2M+Engagements across social
- 114K+Shares across social
