In 2025, Converse scored a major basketball coup. The Nike Group brand is well versed in design collaborations and its recent partnerships span Isabel Marant, Feng Chen Wang, Beyond Retro, and artists Tyler the Creator and Charli XCX. Last year, the brand strengthened its team by bringing in an NBA basketball star: Canadian Shai Gilgeous-Alexander. The sportsman is point guard of the Oklahoma City Thunder team and has worked with the brand since 2020. As “creative director” of Converse’s Hoops range dedicated to basketball, Gilgeous-Alexander unveiled his signature model, the Shai 001, earlier this year.

At a time when Converse is experiencing a slowdown in its business (sales down 19% to 1.69 billion dollars this fiscal year, to the end of May), to the point of being entrusted to new leadership, the choice of Gilgeous-Alexander has proved most judicious. SGA is NBA 2025 champion with OKC, best player of the season, and best player of the finals, as well as a top scorer. This autumn, Converse will roll out SGA’s new signature shoe. Behind the development of this collaboration is Brodrick Foster, Converse’s global senior director, product and merchandising – sport style. Foster detailed the steps involved in creating a signature model with a top sportsman for FashionNetwork.com.

FashionNetwork.com: At Converse, how many athletes have their own signature shoe, and how do you define an approach for each one?

Broderick Foster: Shai is the first Converse basketball player to have a signature shoe in many years. For us, a signature shoe isn’t just about putting an athlete’s name on a box. It’s about building something that reflects their game, personality and style. For each of them, it’s first about understanding who they are from a creative point of view, not just a competitive one, and then designing a product that’s an extension of their personality.

FNW: Is the Shai 001 a new silhouette or is it based on a previous Converse performance shoe?

BF: It’s completely new. We weren’t inspired by a previous silhouette. We were inspired by Shai’s sketches, comments and vision. The Shai 001 is a model in its own right, designed from the outset to match his way of moving and seeing the game.

FNW: What are the features of the Shai 001?

BF: The Shai 001 was strictly designed to be a performance basketball shoe. But because it’s Shai, it also has off-court appeal. The shoe features radial traction for abrupt movement, Zoom Air in the forefoot for responsiveness, and a low heel for court feel. It also features a padded upper, lockable zipper and sculptural shank, because Shai wanted a shoe that could be worn anywhere.

FNW: Who works on these projects?

BF: It all starts with the athlete, of course. Shai was involved from day one. Then there are the product managers, designers, developers and, right up to the launch, the marketing, communications and sales teams who bring the product and the story to life. Everyone is involved, and we’re constantly meeting to make sure we deliver the best possible product. Ultimately, it’s a collaborative process between brand and athlete, and we iterate until we’re both convinced of the rightness of the product.

FNW: How quickly do you launch your signature shoes?

BF: Designing a signature shoe can take between 18 and 24 months, sometimes longer. With Shai, we worked to very tight deadlines, but every detail was deliberate. Once a signature shoe has come into its own, you don’t necessarily want to rush into the next one. You have to let it breathe and allow it to gain a certain notoriety with consumers. In general, a model works for one or two seasons before moving on to the next chapter.

FNW: How are new colour launches staggered over the course of a season?

BF: We try not to flood the market and launch new colours just to fill a calendar. We intentionally space out the launches to give each one a chance to take root and resonate with fans. In Shai’s case, all the colours he’s worn so far are linked to a person or place that has influenced him. This allows us to tell an authentic story about who Shai is.

FNW: From a marketing point of view, how are model launches supported?

BF: We build up the pressure right from the start with teasers, seeding, media previews, then add a layer of storytelling about the performance, design and voice of the athlete. We try to create a rhythm that creates desire and keeps the product in the conversation. Exclusive models carry more weight because they are associated with an athlete. There are more investments, more stories to tell and more expectations.