After a record-breaking season in which he was named MVP, and won his first NBA Championship, Shai stood at the very top of his career—and the NBA. To launch the new colorways of the Shai 001, we took him to the highest building in his hometown of Toronto, creating a campaign that felt both monumental and deeply personal. The work nods to the intimate inspiration behind each colorway, with every design honoring the people who supported and believed in him on his rise to the top, and an elevator serving as a symbol of Shai’s ascent. Each colorway sold out within minutes of launch.