THE ASK

Launch Shai Gilgeous-Alexander’s first signature shoes: SHAI 001: BUTTER, HAIL CLAY, CHARM BLACK, and MASI BLUE with a video campaign that ties together the family-driven narratives of each colorway, while still spotlighting Shai’s rise as a player.

THE INSIGHT

Shai’s game is fueled by the people who raised him. His performance on court and his foundation off court are inseparable. Every move he makes on and off the court reflects the love, pressure, and support of the people he calls home.

THE IDEA

A series of films that place Shai at the highest moment of his career thus far, expressing gratitude to the people who made him who he is. Each asset connects a colorway to a specific person in his life, told through symbolic visual storytelling rather than dialogue.