For the debut of Shai Gilgeous-Alexander’s signature shoe, the SHAI 001, during NBA All-Star Weekend, we turned San Francisco into his living mood board. From a style icon, creative director, to star athlete, we wanted to showcase his multiple titles through a unifying ease and swagger. On and off the court, Shai is just getting started.

Project: SHAI 001 Reveal Campaign
Date: February 2025
Creative Director: Justin Jiang
Photographer: Liam MacRae
Creative Agency: Passerine
OOH: Billups