We were tasked to build hype and deliver authentic content for the Shai Gilgeous-Alexander Weapon sneaker drop.

To tap into Toronto’s vibrant subcultures, we teamed up with three standout artists— a dancer, photographer, and singer— each deeply embedded in their communities. The content not only reflected their personal styles but also resonated with their unique audiences.

To take it further, we seeded 30 influencers from across these groups to amplify the message, letting them create content around the Weapon in their own distinct way.

The result? A wave of high-quality, authentic content that connected across diverse audiences, celebrating both Shai’s creative and athletic side while capturing the energy of Toronto’s subcultures.