On the court, NBA rising star Shai is a versatile player… Off the court, his versatility has manifested through his interest and influence in streetwear and culture. So for this mark and brand to be successful, it was important that it have a look that translated both on and off the court. The final product is a mark that uses both positive and negative space to spell out his name, S-H-A-I, as an expression of the duality of his personality and brand. The release of the mark was coordinated with the announcement of his partnership with Converse and publicized on the Hypebeast channels.
