Case Study
Converse SHAI 001 “Butter” · September 22, 2025
Building midnight-release energy around Shai’s first signature shoe.
Launch support, event materials, tournament media, recap imagery, and brand coordination for the in-person Converse SHAI 001 “Butter” release at Oneness.
Role / Scope
Launch
Midnight release concept support, in-person drop planning, brand communication, campus handout collaboration
Event
2K tournament rollout, lounge printouts, bracket materials, food truck release experience, recap imagery
Content
Social rollout support, tournament media, printed materials, post-editing, production, and recap assets
100%
Sell-through
The in-person release sold through its full Oneness allocation.
136
Units sold
One pair per customer at $90 retail, released in-store only.
$12K+
Sneaker sales
$12,240 in product sales from the SHAI 001 “Butter” release.
$2.5K
2K tournament
A release-day NBA 2K tournament helped build energy around the midnight drop.
Project Overview
A small allocation became a full release-night experience.
The SHAI 001 “Butter” release was an in-person-only drop at Oneness with a one-pair-per-customer limit. Product photography was handled by Converse, while the Oneness-side work focused on the launch environment, supporting media, printed materials, tournament assets, and recap storytelling.
The release included a midnight drop, a themed food truck menu, a $2,500 NBA 2K tournament, and Oneness-exclusive Converse x Shai add-ons including a leather hangtag, water bottle, bag, and towel with the sneakers.
Tournament + Event System
The launch gave people a reason to show up at midnight.
The 2K tournament, lounge setup, printed bracket materials, handouts, and release-night programming added structure around the drop, creating energy beyond a standard first-come, first-served sneaker release.
Gallery
The release lived through turnout, setup, print, and recap.
Takeaway
A launch that made a limited release feel bigger.
The SHAI 001 “Butter” release shows how in-store execution, event structure, brand communication, printed materials, social rollout, and recap imagery can turn a small allocation into a stronger cultural retail moment.