SHAI STUDIO PARIS

Converse

Converse walked in with a main character problem: how do you launch NBA Champion and superstar Shai Gilgeous-Alexander's first signature shoe to European Gen-Z when the man himself can't physically show up? The Converse SHAI001 needed an intro that would go absolutely crazy, something that could make Paris's basketball community and culture kids stop scrolling and start believing.

We said "bet" to an impossible brief and turned the Seine into a floating basketball court. No, we literally put hoops on water with the Eiffel Tower watching. The Shai Studio on The Seine wasn't just an event, it was Paris's most unhinged product launch, where 130 hand-picked guests (local ballers, Foot Locker influencers, VIPs, and basketball pros) experienced the SHAI001 in the most main character way possible, by playing hoops on a Bateau Mouche especially redone for the occasion.

Creative strategy | Concept development | 360 event production

Guests laced up the Converse SHAI001 and competed in a skills challenge inspired by Shai's signature moves: elite handles, court vision, clutch shooting, all while the Eiffel Tower was looking on. The experience and the setting was so unique that even the rain didn’t deter our ballers. Peak main character energy, honestly.

The Shai Cruise didn't just introduce a shoe, it created a moment where sport became culture currency. Converse positioned the SHAI001 as the sneaker for those who dare to play differently. Foot Locker proved it's the destination for impossible experiences. And SGA? He became Paris's new adopted basketball hero without ever setting foot in the city.