Heading into the release of his second signature shoe, Shai Gilgeous-Alexander is switching from Converse to Nike.
The announcement was made Tuesday night with an Instagram story on SGA’s page featuring an animation of his logo transforming into a collection of Swooshes.
The internal move under the Nike umbrella doesn’t suggest confidence for Converse, which has seen its revenue continually decline since hitting an all-time high in 2023 and most recently reported a 35 percent decline for the third quarter of 2026 compared to the same time a year prior. Analysts have also been speculating that Nike may put Converse up for sale, although chief executive officer Elliott is bullish in saying that won’t happen.
Under Nike or another corporation, it’s hard to see a path forward for Converse Basketball. If the brand wants to continue in the sport, it doesn’t make much sense to give up one of the sport’s biggest stars and one uniquely creative enough to spearhead the design of his sneaker and logo himself.
It isn’t all sunny skies at Nike Basketball either, although the overall basketball shoe market is not the same revenue driver that it once was either. Kobe’s line of signature sneaker commands an outsized amount of attention, taking 9 of 20 spots in StockX’s list of the top-selling basketball shoes for 2025, and is picked up for casual wear much more than any active NBA player’s.
Ja Morant’s third signature sneaker, a bold aesthetic departure from his previous two models, has also stood above the rest of the crowd and took six spots of its own on StockX’s list. But the player’s days with Nike could still nonetheless be numbered despite his fourth model having already been previewed.
Off-court problems and injuries have plagued the guard’s career, and when he was on the court this past season his production dwindled. Morant’s team, the Memphis Grizzlies, is widely expected to trade him this offseason, and if he doesn’t return to previous levels of play Nike could consider triggering a performance-related termination clause typical of such contracts.
Aside from Bryant and Morant, Nike Basketball’s buzz is most felt on the women’s side. Caitlin Clark’s impending signature shoe debut is the most anticipated in the sport for quite some time. Sabrina Ionescu’s unisex line, which just hit its fourth model, is the go-to for a large swath of players in both the WNBA and NBA. A’ja Wilson’s line recently grew to two as well, and the launch colorway of her first was the only women’s shoe in StockX’s top-sellers.
Perhaps SGA’s internal switch will bring a much-needed dose of energy to the men’s side of Nike Basketball. Despite his share of detractors for “foul-baiting” on the hardwood, he’s generally considered the most stylish player in the game and is involved in the design of his shoes to a higher degree than that of anyone else. His team, the Oklahoma City Thunder, is also expected to be championship contenders for years to come because of its stockpile of young talent and yet more draft picks.
And maybe ditching basketball and reprioritizing is exactly what Converse needs, regardless of who owns it. Its hallmark shoe remains the Chuck Taylor, and the playbook to making it hot again may look a lot like what Vans has done with its fleet of classic sneakers. Both brands share a lower price point and long term credibility in alternative cultures, so if Vans can turnaround its fortunes there’s no reason to think Converse can’t either.
But potential doesn’t guarantee execution, and Converse will have to restrategize without one of its marquee stars.
