NBA ALL-STAR TAKEOVER

Extra! Extra! Read all about it… on Forbes!

NBA All-Star Weekend has always been about the game’s biggest stars. In 2025, San Francisco belonged to Shai Gilgeous-Alexander.

To celebrate the coming launch of Shai’s first signature sneaker, the SHAI 001, Converse transformed the city into an immersive expression of his creativity, style, and approach to the game. From an interactive creative studio experience to unexpected guerrilla projections across iconic landmarks, every touchpoint reflected a player redefining what it means to be a modern basketball icon.

PASSERINE was proud to lead the creative direction for the experience and out-of-home campaign, designing a world that felt unmistakably Shai. Every detail was crafted to invite fans into his creative universe.

We’re grateful to Converse and Shai for trusting us with such a defining cultural moment. The best experiences give people a story they’ll remember long after the weekend is over and that’s exactly what we did.