How Shai Gilgeous-Alexander's Signature Shoe Became the NBA's Most Anticipated Shoe

Seven years ago, who could have predicted that Shai Gilgeous-Alexander would become the most valuable player of the 2024-2025 season? It must be said, the odds were very high, but some sensed the potential. First, the Los Angeles Clippers staff, who made sure to snap up the lanky Canadian immediately after the draft, where the Charlotte Hornets had selected him 11th overall in 2018. Then, the Converse teams, who had been following him since high school and recruited him as quickly as possible to their team.

It took a few years to take off, aided by a change of scenery brought about by the transfer window that sent Paul George to the Clippers and "SGA" to the Oklahoma City Thunder, in the heart of the United States. But what a flight! Shai Gilgeous-Alexander, soon to be 27 (he will celebrate his 27th on July 12th), is the season's leading scorer, he led his team to a historic record (68v-14d) and has just snatched the MVP title from under Nikola Jokic's nose, just after eliminating his team in the playoffs. He is currently facing the Indiana Pacers for the franchise's first title. Suffice to say, Converse has hit the jackpot.

Laces hidden by a 90s-style zipper, more fashionable than sneaker colors... The SHAI 001 will be released this fall. (Converse)

SGA has something extra on the court. While he's not vocal, the player is a leader by example, scoring more than 30 goals per game without showing off, thanks to demonic support, a lethal mid-range shot, and pinpoint accuracy with his back to the basket. All while defending like crazy with his wingspan. Off the court, too, the 1.98m (89kg) Canadian is different. You only had to see him arrive flanked by his teammates this Wednesday evening at Gainbridge Fieldhouse in Indiana to understand. His appearance stands out.

“I've always drawn. As soon as I knew I could co-create this pair, I started researching and drawing shapes that I liked.”

The Thunder point guard embodies this new generation of players who embrace the possibility of going beyond the court. His partnership with Converse reflects this. A little over a year ago, he was even named Creative Director of the basketball collections for the brand acquired by Nike in 2003. And he went so far as to draw the sketches for this first signature model, the SHAI 001.

"I've always drawn, as soon as I knew I could co-create this pair, I started doing research and drawing shapes that I liked," said the player in February, when the model was presented to the public. The latter stands out thanks to two choices: the laces hidden by a zipper like what was done in the 1990s with the Payton The Glove (1998, Nike) and Iverson's Answer IV (2000, Reebok), but above all a monochrome set (a rarity in 2025) in colors more fashionable than basketball, a sand, a gray, a black. The player rushed to wear them in the city, assuming the versatility of the pair.

When it comes to court-ready shoes, the landscape has evolved enormously over the past two decades. Fifteen years ago, the choice was simple for the best young players: Nike, Jordan, or Adidas. That was then. Nike is still the leader with its two brands (Nike and Jordan) and a slew of stars (James, Doncic, Tatum, Giannis, KD), but the competition has grown considerably. Future No. 1 overall pick Cooper Flagg, for example, has moved to NBA, joining Tyrese Maxey, Jamal Murray, and Kawhi Leonard. Tyrese Haliburton, SGA's opponent in the NBA Finals, plays in Puma, as does the very flashy Lamelo Ball. Curry is with Under Armour, and Harden and Donovan Mitchell with Adidas. Chinese brands have also gained momentum: Nikola Jokic has a signature 361° pair, Jimmy Butler has one from Li-Ning, Kyrie Irving plays in Anta, Austin Reaves in Rigorer.

Stephen Curry, the greatest shooter in basketball history, remains loyal to Under Armour. (Under Armour)

Celtics player Jaylen Brown turned down a multi-million dollar deal with Nike to start his own 741 brand. "The number of emerging brands outfitting NBA players has multiplied," confirms Reda Ouahbi, a content creator specializing in basketball sneakers who has been chronicling this world for ten years under the pseudonym Rookicks. "There are more signature models than before, each brand is looking to place its pawns and bet on the young player who will explode," continues the man who collaborated with Puma on a pair that Tyrese Haliburton loved and wore just before the playoffs. The phenomenon also affects women, with WNBA stars owning signature pairs that sell well (A'Ja Wilson and Sabrina Ionescu at Nike, Breanna Stewart at Puma).

Since 2021, Liberty and WNBA star Breanna Stewart has had a pair of Puma sneakers named after her. (PUMA)

Converse has had flair and is back in style after outfitting the entire American league between the post-war period and the early 1980s. While we wait for Victor Wembanyama's signature pair at Nike, which will inevitably be scrutinized next season, the SHAI 001 arrives this September. The player's style goes beyond the court. But for the SHAI 001 to be the perfect launching pad, the Thunder would have to lift the Larry O'Brien Trophy. We'll find out in a few days.