Converse

NBA All-Star Weekend

For NBA All-Star Weekend 2025, Converse set out to make a bold statement, cementing Shai Gilgeous-Alexander’s status as both an on-court icon and a creative force. The challenge: craft an immersive experience that reflected his influence on sport, fashion, and culture while celebrating the launch of his first signature shoe, the SHAI 001.

OBE brought to life the SHAI 001 Studio—an industrial, high-energy activation in the heart of San Francisco. The space invited fans to step into Shai’s world, with premium Converse customization, a luxury-inspired product showcase, and interactive experiences like a basketball shootout and a beat-mixing workshop. The showstopper? A 13-foot SHAI 001 sneaker that transformed into Lil Yachty’s stage for an unforgettable surprise performance.

The result was a weekend-long cultural moment that drew thousands of visitors, made waves across social media, and positioned Converse at the center of All-Star Weekend’s biggest conversations.

Press

Forbes: Converse And Shai Gilgeous-Alexander Steal The Spotlight At NBA All-Star Weekend