Latest news with #ConverseSHAI001
Business of Fashion
16 hours ago
- Entertainment
- Business of Fashion
How to Master the Art of 'Trash Talk' Marketing
The trash talk being thrown around during the NBA Finals isn't just coming from the players but directly from the marketing departments of the sportswear brands that sponsor them. Minutes after the Oklahoma City Thunder eliminated the Minnesota Timberwolves from the playoffs last week, Converse came out with a video on Instagram depicting an ant seemingly being crushed by the Converse SHAI 001. Even casual basketball fans would recognise the diss: Timberwolves' star shooting guard – and Adidas athlete – Anthony Edwards' nickname is Ant-Man, while the SHAI 001 is the first signature sneaker by Thunder point guard Shai Gilgeous-Alexander. The post's caption read 'Not hard 2 believe. @shai is headed to the Finals.' This too was a play on Edwards' 'Believe that' Adidas campaigns, itself a trash talk masterpiece, including one ad where he tosses out pairs of rival signature basketball shoes to spotlight his own signature Adidas style. The author has shared an Instagram Post. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. 'It was really sharp, not heavy-handed, but a subtle nod [for Converse] to say 'Hey, we see you, we beat you, and we're moving on,'' said Derick Beresford, a sports marketing consultant who previously worked for the Brooklyn Nets and the consumer agency Team Epiphany, who added that the ad has helped Converse Basketball break out in a way it hasn't since the Dwyane Wade era in the 2000s. Trash talk is routine in the cutthroat worlds of soda and wireless carriers, but with a few notable exceptions is pretty rare in fashion. While notable fashion rivalries have surfaced between designers such as Guram and Demna Gvasalia, it's usually been reserved as a war of words since it's typically not chic to bring beef to the runway or glossy ad campaigns. Yet Converse isn't the only brand embracing the energy that comes with talking smack about your competitors. In May, Kiehl's teased that it would become the skincare amenity partner for the luxury New York City gym Life Time with shady posts that nodded to its viral breakup with Equinox last year. In October, the Australian drug store chain Chemist Warehouse recreated a Charlotte Tilbury ad that itself dissed beauty dupes to promote its lower-priced beauty products. Also last year, the cashmere label Naadam unfurled an Instagram campaign that took shots at its rival Quince. Within streetwear, Tremaine Emory's label Denim Tears released a collaborative capsule collection with artist Arthur Jafa in 2024 that addressed Emory's departure as the creative director of Supreme by flipping one of Supreme's iconic brand motifs into a slogan that commented on systemic racism. All these moments arrive with trash talk becoming a larger part of our cultural climate, so much that Kendrick Lamar's 'Not Like Us' diss record towards Drake topped Billboard charts and picked up five Grammy awards in February. Consumers are paying attention and are invested in the narratives created by talking smack. 'We're likely experiencing a rise in trash talk within product marketing because it's become more of an accepted form of public discourse,' said Rafi Kohan, a sports journalist who authored the book Trash Talk that explores the psychology and history behind bad-mouthing. Kohan traces trash talk back to biblical times—yes, the Prophet Isaiah penned what was essentially a diss record to the King of Babylon. But it plays especially well in the modern attention economy. Trash talk grabs eyeballs and creates an 'us versus them' narrative that calls upon a brand's audience to pick a side and defend it. So for brands, digging into a competitor can create a marketing moment that fosters a strong sense of customer loyalty and community while also establishing a narrative that positions them as the ones up top. Seizing the Narrative The author has shared an Instagram Post. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. That's what the emerging Baltimore-based skate label Carpet Company aimed for when it trash-talked a streetwear competitor named Mertra this year for allegedly copying the brand's viral Instagram video campaign for a heat-reactive jacket Carpet released in 2024. Carpet co-founder Ayman Abdeldayem says that when his customers first tagged the brand in the comments of Mertra's strikingly similar Instagram post in November (which was posted nearly 10 months after Carpet's) he laughed it off. The author has shared an Instagram Post. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. But upon seeing Mertra's post go more viral than Carpet's, leading Mertra to gain thousands of followers, and then noticing the brand delete comments on the post that credited Carpet for the concept, Abdeldayem decided to fire back when his label released another iteration of a heat-reactive jacket in January by copying Mertra's campaign. The author has shared an Instagram Post. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. 'We have very loyal customers but it didn't boost sales in any way. We more so used it as an opportunity to tell our side of the story without really having to explain it,' said Abdeldayem. 'People still go on that video, and comment, 'You copied Mertra' until they read the comments and then say 'My bad, I see that they copied you.'' Beresford adds that with social media being a dominant form of communication, it's important to understand that the audience trash talk marketing speaks to can be pieced together no matter how subliminal the message is. Both Carpet and Converse didn't tag or directly mention the brands they were targeting in their trash-talking adverts. Yet the message was still clear enough for those in the know. 'People are just more heightened to the awareness of it, and are seeing it play out,' said Beresford. When to Step Back While trash-talking can lead to virality and turn into clickbait headlines or content creator fodder, there is a line. Kohan said there aren't hard and fast rules for when trash talk goes too far, but when it works, it's usually promoting competition and pushing an opponent to perform better, rather than just tearing them down. Carpet's Abdeldayem said he's never one to start beef despite how his situation with Mertra unfolded. It wasn't the first time he felt his brand had been copied. However, in other instances, he took it more as a compliment and felt it wasn't worth engaging. Especially if it was done by brands he grew up on and admired. 'If I were to clap back towards something giant, someone I had a good relationship with, I would make a more solid judgment and not respond to it openly in public,' said Abdeldayem. Granted that a viral trash-talking campaign could potentially lead to a boost in revenue—Glossy reported that sales for Naadam increased by 47 percent during the week it took shots at Quince—brands need to know what their place is in the market and what's authentic to them before talking trash, Beresford said. He noted that Skechers could easily have gone the Converse route with Knicks forward OG Anunoby, who landed memorable moments this NBA season after signing with the brand in February. But that sort of marketing isn't in Skechers' DNA. The author has shared an Instagram Post. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. Timing is everything. Last week, Puma released T-shirts that played off the internet peanut gallery labeling Indiana Pacers guard Tyrese Haliburton as 'overrated.' Beresford said while the concept was good, the execution failed to land a strong punch since it was released before the Pacers won the game that advanced them to the NBA Finals and arrived nearly a day after their last winning playoffs game. 'This game is all about being timely and you got to hit it when that conversation happens, when the moment is hot, because then you carry the conversation,' said Beresford.
Hypebeast
2 days ago
- Entertainment
- Hypebeast
First Look at the Converse SHAI 001 "Masi Blue"
Name:Converse SHAI 001 'Masi Blue'Colorway:Masi BlueSKU:N/AMSRP:$130 USDRelease Date:Fall 2025Where to Buy:Converse Shai Gilgeous-Alexanderhas unveiled a new colorway for his signature shoe. TheConverse SHAI 001has been unveiled in a 'Masi Blue' hue ahead of the NBA Finals. This particular shade of icy blue is a direct tribute to his younger brother, Thomasi, nicknamed 'Masi,' reflecting his 'stoic and cool as ice' demeanor. It features a sleek, futuristic construction with a zip-closure design and minimalist branding, making it suitable for both on-court performance and off-court lifestyle wear. The 'Masi Blue' colorway also subtly aligns with the Oklahoma City Thunder's home jersey colors. This 'Masi Blue' release is part of a series of SHAI 001 colorways, each dedicated to a member of Gilgeous-Alexander's family, including 'Hail Clay' for his wife, 'Ares Grey' for his son and 'Charm Black' for his mother. The Converse SHAI 001 'Masi Blue' is expected to launch in the fall.
Hypebeast
27-05-2025
- Entertainment
- Hypebeast
Nike 正式推出 ACG Watercat 全新配色「Iron Gray」
Nike正式推出ACG Watercat全新配色「Iron Gray」，展現俐落水域冒險風格，預計於 2025 年夏季發售。 這款鞋型延續其水域機能本色，採用灰色編織鞋面，ACG標誌點綴於橙色鞋舌標籤、外底及鞋跟壓印處，內鞋墊則以獨特酒紅色裂紋塑料設計增添個性；鞋款搭載同色系灰色中底與外底，後者具備出色抓地力，專為水上活動提供穩定支撐；鞋舌上方的拉繩式鞋帶系統確保貼合舒適，無論何種場合皆能輕鬆駕馭。 此鞋款尚未公開發售情報，預計將透過 Nike 官網及指定零售商販售，售價 $125 美元。 >Aimé Leon Dore x New Balance RC56 全新聯名鞋款即將登場 >Vivobarefoot 正式首款赤足涼鞋 —— VIVOBIOME Tabi Gen 01 >Shai Gilgeous-Alexander 首次亮相 Converse SHAI 001「Charm Black」
Yahoo
03-04-2025
- Sport
- Yahoo
Did you know? Shai Gilgeous-Alexander is not the first Canadian to have his own signature sneaker
In a historic moment for Canadian basketball, Oklahoma City Thunder star Shai Gilgeous-Alexander has officially joined the exclusive ranks of athletes with their own signature sneaker. The unveiling of the Converse SHAI 001 marks a pivotal achievement for the Toronto-born guard, cementing his influence on and off the court. His personal sketches served as the inspiration for the shoe's striking design, which has generated a lot of discussion online. Although many individuals admire the shoe's sleek, stylish appearance, opinions on the striking 'Butter' colourway remain diverse. Despite the mixed opinion on its aesthetics, Gilgeous-Alexander's sneaker is already making waves among his NBA peers. Players such as Nickeil Alexander-Walker (Minnesota Timberwolves), Andrew Nembhard (Indiana Pacers), and Chris Paul (San Antonio Spurs) have been spotted sporting the SHAI 001, further solidifying its place in the basketball world. Family Ties 🤞Nickeil Alexander-Walker, Shai's cousin, got a pair of the Converse SHAI 001s early 🔥 — Nice Kicks (@nicekicks) March 5, 2025 71. Andrew 🆚 Timberwolves : ✅ 119-1036 PTS | 3 REB | 5 AST 33'3/7 FG (43%) , 0/1 3 PTS (0%)3/6 2 PTS (50%)2 TO , 2 STL 19 D'EVAL — Andrew Nembhard Fra 🇨🇦🇨🇵🏀 (@NembhardFra) March 25, 2025 View this post on Instagram A post shared by Nice Kicks (@nicekicks) With Shai as Converse's lone signature athlete, the brand is looking to re-establish itself in basketball culture—a movement that echoes a legacy set by another Canadian almost a century ago. Before Shai, there was Jack Purcell, a name now more synonymous with sneakers than the sport in which he made history. Born in Guelph, Ont., Purcell was an unstoppable force in badminton, securing his place as Canada's greatest player. From 1929 to 1930, he won back-to-back Canadian National Championships before turning professional in 1932. For twelve consecutive years (1933-1945), he dominated as the World Professional Badminton Champion—a feat unmatched in the sport's history. But Purcell's influence wasn't confined to the court. In 1935, he designed a canvas and rubber sneaker for the B.F. Goodrich Company of Canada, aiming to create a shoe tailored for badminton players. The design, with its signature 'smile' toe cap, became an instant classic. By the 1970s, Converse acquired the rights to the sneaker, launching it into mainstream fashion. Today, the Jack Purcell silhouette is a timeless icon, available for $70 on Converse's official website. It has been reimagined in collaborations with Comme des Garçons, Feng Chen Wang, Richardson, Mastermind JAPAN, and many more brands. Despite competing in different sports and coming from different eras, Shai Gilgeous-Alexander and Jack Purcell share a rare distinction: they are the only two Canadian athletes to have their own signature shoe, and both are affiliated with Converse. While Purcell's legacy has outlived his badminton career—his sneakers often overshadowing his achievements—Shai's journey is just beginning. Whether the SHAI 001 will stand the test of time similar to Purcell's remains to be seen, but for now, Canada has a new sneaker icon to celebrate.
CBC
18-02-2025
- Entertainment
- CBC
Shai Gilgeous-Alexander designed a shoe. What do you think?
Not everyone loves the 'Butter' colour Calling all sneakerheads! A new celebrity shoe has made its debut. This weekend at the NBA All-Star Game, Canadian star Shai Gilgeous-Alexander was rocking a new pair of sneakers that he designed. WATCH — 5 things about Canadian NBA player Shai Gilgeous-Alexander It's called the Converse SHAI 001 and comes in a shade of mustard called 'Butter.' Shai Gilgeous-Alexander, known by his initials SGA, plays for the Oklahoma City Thunder. The 26-year-old was born in Toronto, Ontario, and raised in nearby Hamilton. Shai Gilgeous-Alexander debuts his newly designed basketball shoe, the Converse SHAI 001, at the All-Star Game in San Francisco, California, on Feb. 16. (Image credit: ConverseHoops/Instagram) On Feb. 16, The 26-year-old point guard dribbled around the court in San Francisco, California, in his new kicks, scoring 12 points in the game that brings together the top players in the NBA. WATCH — Students design a museum-worthy shoe 'I poured my heart and soul into the SHAI 001, and I'm proud to share it with the world,' Gilgeous-Alexander said in a news release. The new shoe features a zipper and a design that Gilgeous-Alexander said he hopes will be worn on and off the basketball court. You'll have to wait until fall 2025 before you can slam dunk in your own pair. Nike, which owns Converse, didn't say how much the shoe will cost. Several websites say the shoes will cost $130 US (about $185 Cdn) but CBC Kids News couldn't confirm the price. The shoe is getting pretty positive reviews online so far, but some people are criticizing the colour. What do you think? We want to hear your opinion on the Converse SHAI 001.
