Challenge
The launch of Shai Gilgeous-Alexander's first signature shoe marked a pivotal moment in Converse Basketball's resurgence. The challenge was to create a premium digital launch experience that reflected the significance of the product while supporting a global rollout across multiple releases, evolving campaign priorities, and key moments throughout the NBA season.
Insight
Every digital touchpoint needed to reflect the premium craftsmanship of the product and the confidence, style, and authenticity that define Shai Gilgeous-Alexander's personal brand.
Solution
Partnered with cross-functional teams to design and execute every customer-facing digital touchpoint supporting the Shai 001 launches. From homepage experiences and CRM to paid media, retail, and commerce, every interaction was crafted to deliver a cohesive, premium launch experience across global markets.
Impact
The work delivered a consistent premium experience across every launch, strengthening Converse Basketball's renewed brand expression while supporting multiple successful global product releases.
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