Shai Gilgeous-Alexander has quickly climbed the ranks of NBA stardom in the last few years. Not just with his game but also with his off-court style.
Known as one of the most fashionable players in the league, the Oklahoma City Thunder guard has long turned heads for his pregame tunnel fits and off-court brand. But in the past month, the conversation has shifted from Shai’s fashion sense to his signature sneaker.
With his debut shoe’s first “BUTTER” colorway selling out in minutes and the recently released “Family Pack” following suit, the question can now be asked: Does Shai Gilgeous-Alexander have the most popular basketball shoe in the game right now?
The SHAI 001 “BUTTER” drop was nothing short of a spectacle. The initial colorway of Gilgeous-Alexander’s shoe, sleek in design and featuring subtle details that reflected his personality, sold out within minutes of hitting select retailers who had lines around the corner like a Black Friday sale and online stores.
In an era where sneaker launches are often judged by their immediate sell-through rates, this was a clear signal: the demand for the Shai 001 “BUTTER” was enormous.
Weeks later, the follow-up release, the highly anticipated “Family Pack” colorways, proved that the hype wasn’t a one-time event. The “Hail Clay”, “Masi Blue” and “Charm Black” editions also disappeared from shelves almost instantly, with some patrons buying all three pairs at once.
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Good vibes from the SHAI 001 Family Pack release today!
This proves that Gilgeous-Alexander’s sneaker isn’t just a niche product for Thunder fans but one that resonates broadly across basketball and streetwear culture.
If you aren’t familiar with sneaker culture, you may think this type of hype for a shoe release happens for all of the top stars like LeBron James, Kevin Durant, Giannis Antetokounmpo, Ja Morant, Steph Curry, Anthony Edwards, James Harden and others. That wouldn’t be the case.
With their shoes, sizes run out, but there’s a great chance for you to get a pair if and when you want. Only certain classic Jordan brand shoes get the treatment Shai Gilgeous-Alexander has gotten. The camping outside all night and hoping the store has your size, or praying you’re able to enter the queue to purchase online.
The SHAI 001 is different.
What sets Gilgeous-Alexander’s shoe apart is the way it mirrors his identity. Much like his game on the court, which blends smooth creativity with calm control, the sneaker line doesn’t try too hard; it feels effortless.
The design is modern without being overdesigned, versatile enough to be worn casually but still functional for performance basketball. That balance has made it appealing to both hoopers and sneakerheads, a rare combination in the crowded performance sneaker market.
The sellouts are also a reflection of timing. Gilgeous-Alexander is coming off the best year of his career, one in which he led Oklahoma City to the top of the Western Conference standings and cemented himself as a perennial MVP candidate. Not to mention winning a championship.
His profile has never been higher, and fans have been waiting for a signature product that represents his rise. When it finally arrived, the sneaker community responded with overwhelming demand.
Still, calling this sneaker the most popular in basketball requires context. Established lines like LeBron James’ Nike series, Stephen Curry’s Under Armour line, and Giannis Antetokounmpo’s Nike Zoom Freak collection have long enjoyed global recognition and sustained sales.
However, few of those shoes have generated the kind of immediate, sell-out hype that Gilgeous-Alexander’s first two four have. The buzz around his line feels more reminiscent of the early days of Kyrie Irving’s sneakers, when each drop felt like a cultural event.
If popularity is measured by speed of sellouts, excitement surrounding launches, and the cross-section of fans buying both for play and style, then Gilgeous-Alexander has a strong case for owning the hottest shoe in basketball right now.
With more colorways and editions expected in the future, the real test will be whether his sneaker line can sustain this momentum.
But one thing is certain: just as Shai Gilgeous-Alexander has become a star on the court, his shoe is quickly becoming a star in the marketplace.