Between basketball player Shai Gilgeous-Alexander and Converse, the real vein of collaboration

In the NBA, Shai Gilgeous-Alexander was the hit of the summer. So much so that the Canadian point guard was crowned NBA champion and MVP (most valuable player) of the North American basketball tournament final. As fall arrives with its big boots, he's poised to be the man of the fall season as well. At the beginning of September, he's preparing to take center stage in three algorithm bubbles known for being more or less porous: basketball fans, gamers, and sneakerheads. All in two days.

On Thursday, September 4, Converse launched the Shai 001 "Hail Clay," the Oklahoma City meteor's first signature shoe. The shoe made a splash among basketball fans, who already associate it with the 27-year-old athlete's victorious epic . As a good marketer, Shai Gilgeous-Alexander wore his pair as a necklace during the NBA Finals victory on June 23 against the Indiana Pacers. On Friday, he will succeed Jayson Tatum as the star of the iconic basketball video game NBA 2K26. A triumph.

But back to our shoes, with the launch of his signature model, Shai Gilgeous-Alexander extends his influence beyond basketball.