How Something I Took for Granted Turned Into an Incredible Opportunity with the NBA’s 2025 MVP Shai Gilgeous-Alexander & Converse

Sometimes, the biggest opportunities come from the smallest moments.

While hanging around the office one day, I got a chance to preview early cuts of Shai Gilgeous-Alexander’s promo spot for his new signature shoe. As I listened closely, I noticed the unique sound effects used in the video. Instantly, my mind started working. I turned to the Creative Director and asked, “What if I used those sounds to make a beat?” Light bulb moment.

After a few experiments, we landed on something special.

With NBA All-Star Weekend 2025 approaching, the next challenge was: How does this fit in? The answer came in the form of an activation. We decided to integrate the track into the launch of Shai’s SHAI 001 signature shoe. We pre-programmed AKAI MPC Live II units with a custom beat template that fans could interact with—and I personally led that experience.

Over four days, I taught more than 10,000 fans how to make beats using those same sounds that sparked the idea. What started as a curious listen turned into an immersive, music-driven activation that fused culture, community, and creativity—all inspired by Shai’s love for fashion and music.

As Forbes put it:

“San Francisco was buzzing with excitement during NBA All-Star Weekend, with the city alive and full of energy as basketball’s biggest stars took over the Bay Area. But one player stood above the rest – not just on the court, but in the streets, in the buzz of the city, and in every moment that made the weekend unforgettable.”

And that’s exactly where our sound lived—in the heart of that unforgettable weekend. You can listen to the track below.