Marketing is everything in the NBA. A signature shoe can push a player’s brand value into the hundreds of millions – just ask Michael Jordan. But not every player gets the luxury of crafting their sneaker from the ground up. Shai Gilgeous-Alexander isn’t just another star with a signature shoe. He helped design the SHAI 001 himself.
“… I am able to create a shoe, make a shoe, from my expression, my art, and how I see a basketball shoe.”
But the company valued at $2.4B didn’t stop there. In a move straight out of a marketing masterclass, they took over Boston’s skyline after the Thunder’s win over the Celtics. Even Dwyane Wade had to give it up for Converse’s audacity.
After the Thunder took down the Celtics 118-112, Converse pulled off a marketing move straight out of a movie. They lit up Boston with SGA’s logo. Yes, even on TD Garden itself. Walking out of TD Garden after a statement win, Shai looked up. His logo wasn’t just on his jersey anymore, it was on the city itself. This was a definitive power move.
Dwyane Wade couldn’t ignore it. On his podcast, he made it clear: “SGA—he has his own sneaker out now. He got logos on other people’s arenas.” His co-host called it a Bruce Wayne-level flex, and honestly, they weren’t wrong. While calling him “an incredible leader,” Wade took SGA’s performance nonchalantly: “He did what he do.” Wade, who spent years with Converse, gave them their credit: “Okay, the marketing, shout out to Converse.” A win on the road is big, but leaving your mark like that? Next level.
Mar 9, 2025; Oklahoma City, Oklahoma, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) runs down the court after scoring against the Denver Nuggets during the second quarter at Paycom Center. Mandatory Credit: Alonzo Adams-Imagn Images
But this isn’t just about sneakers, it’s about legacy. Wade summed it up perfectly: “That’s marketing… It’s allowing us now to talk about it.” And he’s right. Converse, now valued at $2.4 billion, just pulled off one of the boldest marketing moves in recent memory. SGA’s logo is popping up everywhere, and with him in the MVP race, moments like these are shaping his career. Dwyane Wade compared it to Sacramento’s ‘Light the Beam‘ tradition. A moment of triumph etched into the city’s skyline. SGA isn’t just playing basketball—he’s building something bigger.
Shai Gilgeous-Alexander vs. Nikola Jokić – Who’s leading the race?
the MVP about numbers, leadership, or simply winning? This season, two players have risen above the rest. SGA and Jokic, each made their case in different ways. Both are giving their all to show why they should be at the top. But who is winning this race so far?
Shai Gilgeous-Alexander has been a problem for defenses all season. He’s dropping 33 a night, but it’s not just about the numbers. He plays with patience, picks his spots, and makes every possession count. Defenders can’t relax because he finds ways to score efficiently, no matter the coverage. And the Thunder? They’re not just winning—they’ve built a massive lead in the West. Being 12.5 games ahead is no joke. That kind of gap shows how much of a difference he makes. When a player’s impact is this big, it’s hard to ignore.
On the other hand, Jokić continues to redefine what a center can be. Averaging a triple-double, he controls the game like a point guard while scoring like a superstar. Jokic continues to dominate, but the Nuggets’ injuries have slowed their momentum. Can he carry them to a strong finish and secure his third MVP? In his words, “I will say I think I’m playing the best basketball of my life, so if that’s enough, it’s enough. If not, the guy deserves it. He’s really amazing.”
With the season winding down, every game matters. Will SGA’s scoring and team success be enough? Or will Jokić’s all-around brilliance win voters over? The MVP race is heating up, and it’s going down to the wire. Who’s your pick?
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