CONVERSE: SHAI GILGEOUS-ALEXANDER LOGO REVEAL

SHAI GILGEOUS-ALEXANDER
LOGO REVEAL

Athlete logos usually come from an agency. Shai drew his himself: two mirrored 2s, a nod to his jersey number. It was his first move as creative director of Converse Basketball, and I art directed the public reveal in Toronto, near where he grew up in Hamilton.

BRIEF
We were asked to find a way to promote the launch of Shai’s new personal logo, with a really small budget and a short timeline. 3D let us work within both. Since Shai made the logo himself, the reveal had to feel like his.

OUTCOME
The logo debuted on December 5, 2024 as a 3D out-of-home piece on the curved digital board at Toronto’s Eaton Centre, starting at midnight and timed to the Thunder’s game against the Raptors that day, with a few billboard placements alongside it. Converse announced it on Instagram, and Hypebeast, Complex and Boardroom covered it. The logo went on to appear on his Shai 001 signature shoe, and when he moved to Nike in 2026, Nike teased the deal with that same logo.

ROLE
I was Creative Lead at Converse and art directed the reveal, working with 3D artist Cameron Galley to build the logo into a dimensional asset for social and out-of-home.

3D: Cameron Galley