Shai Gilgeous-Alexander Stars in Converse Weapon Campaign

Converse is channeling Shai Gilgeous-Alexander's iconic style in a new campaign ahead of NBA All-Star Weekend.

Originally launched during the 1986 NBA All-Star Weekend in Indiana, the Converse Weapon was a preeminent sneaker of choice for basketball players of the era. 

Now reviving the Weapon in its original material composition and form, Converse is reintroducing both the shoe and its rich heritage to the next generation with a new campaign. The "Create History, Not Hype" campaign features brand ambassador and first-time NBA All-Star starter Shai Gilgeous-Alexander.

The campaign celebrates Shai's multi-dimensionality and draws a parallel to the Weapon’s versatility, bridging retro hoop culture to the modern game, and features a nod to the iconic "Choose Your Weapon" ad but with a twist. 

Shai Gilgeous-Alexander in the Converse Weapon campaign / Converse

The campaign symbolizes Shai taking the proverbial torch from NBA stars of the 1980s who played in the Weapon as he ushers in the next chapter of the storied silhouette’s legacy off-court.

The six classic Converse Weapon colorways launch on February 8 at Converse.com and select retail partners. Converse and Shai are further celebrating the Weapon's return to its birthplace by launching an immersive pop-up, where four creatives will unveil their own custom Weapons.  

A detailed look at the Converse Weapon / Converse

Following a series of collaborations in partnership with fragment design, UNDEFEATED, and Kasina, the Converse Weapon returns to the brand’s lineup in tandem with the introduction of the Weapon Ox—a low-profile cut of the iconic silhouette. 

Originally launched in 1986, the Converse Weapon was a preeminent sneaker of choice for basketball players of the era. Now reviving the Weapon in its original material composition and form, Converse is reintroducing both the shoe and its rich heritage in hoops to the next generation.

The Weapon arrives in original colorways of black and natural ivory, as well as vintage white, ash stone, and egret. In addition, the Weapon Ox arrives in white and black, as well as a vintage white and vintage cargo execution. Both models feature leather uppers, Star Chevron underlays, egret cupsoles and outsoles, and the Weapon’s signature Y-bar.  

The Converse Weapon / Converse

Shai is the face of Converse's Weapon campaign, Create History, Not Hype, which launches today, amid his second consecutive NBA All-Star Game appearance and his first time as an All-Star Game starter. 

He is taking the proverbial torch from NBA stars of the 1980s who plied their trade in the Weapon and ushering in the next chapter of the storied silhouette’s legacy.

The campaign celebrates Shai’s multi-dimensionality—his blistering ascent to basketball stardom, as a fashion tastemaker, and everywhere in between—and draws a parallel to the Weapon’s versatility as a hoops-inspired shoe that can be styled to suit any aesthetic.

As the Weapon itself bridges retro hoops culture to the modern game, so too does the campaign, which features Shai posing back-to-back with himself in a nod to Converse’s iconic “Choose Your Weapon” ads. 

The Converse Weapon Low / Converse

Converse originally launched the Weapon at All-Star Weekend in Indianapolis nearly 40 years ago. To celebrate the return of both the Weapon and the NBA’s All-Star showcase to Indy, Converse is launching an immersive pop-up experience. 

The brand tasked four creatives with applying their personal histories and visions to the Weapon, which they’ll unveil as part of the exhibit. The pop-up will guide visitors through the four creators' processes—their visions, inspirations, and executions—of their custom Weapons with the goal of empowering guests to Create History, Not Hype.  

Shai Gilgeous-Alexander in the Converse The Weapon campaign / Converse

Where the "Choose Your Weapon" campaign once fostered rivalry, Converse is leveraging the shoe’s reintroduction to cultivate community, connection, and creativity.  The creatives include: 

• Mark Paul "Madsteez" Deren — an artist and designer whose visual style embodies individuality and nonconformity. Madsteez presents mainstream culture through the lens of skate culture and street art. 
• Chris "Lethal Shooter" Matthews — a renowned basketball influencer who has left his mark on the sport through social media and content creation.
• Kevin "Concepts" Bui — an artist who pushes the boundaries of design and technology using iconic sneaker silhouettes as a canvas to challenge norms.   
• Georgina Treviño — an artist who represents entrepreneurial spirit and sustainability by turning every-day objects into works of art, such as a purse made from an old tomato can.  

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