2025
Converse x Shai Gilgeous-Alexander
This is under NDA, but I’ve put together few teaser shots. Let’s connect if you’d like a deeper look!
SHAI 001 is Converse’s first basketball signature shoe in over a decade, designed in collaboration with NBA All-Star Shai Gilgeous-Alexander. The launch introduced the “Family Pack” — three colorways inspired by Shai’s roots — and activated across key global markets through immersive experiences, media storytelling, and creator-led content.
Role – Brand Designer, Global Comms Team
Turnaround Timeline – 10 weeks (from wear test design to global launch recap)
Art Direction
Marketing Strategy
Graphic Design
Interaction Design
Motion Graphics
Branding & Identity
Client /
Converse
“How do you run a simultaneous brand activation across 6 international markets without creative drift between agency partners?”
The goal was to craft a cohesive, immersive product experience for the launch of SHAI 001 — Shai Gilgeous-Alexander’s debut signature sneaker with Converse. The challenge was to translate Shai’s personal narrative into a global product story that resonated across performance, lifestyle, and community spaces. Every design touchpoint needed to reflect the duality of Shai’s identity: athlete and artist, tradition and innovation, family and future.
What I did:
Brand VC & Toolkit Design
Influencer & Creator Content Direction
Multi-format Asset Production
Event Creative Direction
Media & Press Storytelling
