Converse – not Nike – takes center stage at NBA finals with Thunder star
However, Nike isn't being completely shut out of the finals. The world's largest sports gear maker acquired Converse in 2003 to bolster its lifestyle business. Since then, Converse has had spurts of success, but growth stalled and revenue has been declining, including an 18% drop in the most recent reported period. It makes up about 4% of Nike's total sales.
Nike Chief Executive Officer Elliott Hill, who came out of retirement last year to try to reverse a lengthy sales slump, recognizes the shoe's importance. In February, Hill flew to San Francisco to be alongside SGA to debut the Shai 001 — his new $130 basketball shoes in buttery yellow.
'Footwear is all about endorsers and personalities, to be able to identify product lines, and customers know their products by their names rather than just calling them sneakers,' said Simeon Siegel, an analyst at BMO Capital Markets. 'Converse knows this better than anyone. Go back to what made Converse: the Chuck Taylor.'
A representative for Converse didn't respond to a request for comment for this story.
Long before Michael Jordan played his first NBA game, Converse's Chuck Taylor sneaker was the most dominant shoe on the court. Nearly all pro basketball players throughout the 1960s wore Converse sneakers — usually Chucks, originally developed for the basketball player-turned-shoe salesman in the 1920s. Magic Johnson and Larry Bird, the top stars of the 80s, wore Converse as they battled for championships.
In the NBA, rivals such as Adidas AG and Puma seized market share, then Nike came along with its first Jordans in 1985 and never looked back. The majority of NBA players wear Nikes or Jordans, and it has signature shoes with most of the sport's biggest names: LeBron James, Kevin Durant and Giannis Antetokounmpo. Converse was forgotten.
SGA, a 6-foot-6 Canadian guard out of the University of Kentucky, is an unlikely hero for Converse. The Charlotte Hornets picked him 11th in the 2018 NBA Draft and traded him to the Los Angeles Clippers on the same day. After averaging about 11 points per game in his rookie year, the Clippers traded him to the Thunder.
The breakout came after SGA arrived in Oklahoma, and Converse finally signed him to a footwear and apparel endorsement deal in 2020 after his second season as a pro. He said at the time that Converse 'not having so many guys and the ability to express myself on and off the court in so many different ways appeals to me so much.'
Three All-Star selections and one Most Valuable Player award later, SGA has emerged as one of the league's elite talents.
But Converse's timing could've been better. Though SGA began wearing his sneakers midway through the season, they won't be available for shoppers to purchase until this fall.
Yet as Converse leans into basketball, Hill and Converse Chief Executive Officer Jared Carver have yet to outline a strategic plan to turn around the brand. It's rarely mentioned on Nike's quarterly calls with investors and analysts.
'Converse as a standalone business is very large,' said Siegel. 'As a piece of Nike, it's felt like an afterthought.'
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2 days ago
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Converse's Brodrick Foster: "Shai's signature model reflects his game and personality".
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 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.
Fashion Network
2 days ago
- Fashion Network
Converse's Brodrick Foster: "Shai's signature model reflects his game and personality".
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.
Fashion Network
2 days ago
- Fashion Network
Converse's Brodrick Foster: "Shai's signature model reflects his game and personality".
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.
