It’s not every day that the NBA’s hottest on-court rivalry spills over into the world of sneaker endorsements, but that’s exactly what’s happening between Shai Gilgeous-Alexander and Anthony Edwards. As the Oklahoma City Thunder blaze through the early days of the 2025-26 season with an undefeated record, a playful but pointed feud between the league’s reigning MVP and the Minnesota Timberwolves’ rising star has taken center stage—off the hardwood, and straight into the marketing arena.
The story begins in the aftermath of the 2025 Western Conference Finals. The Thunder, led by Gilgeous-Alexander, dispatched the Timberwolves in just five games, earning a trip to the NBA Finals against the Indiana Pacers. With the dust barely settled, Converse—Gilgeous-Alexander’s shoe sponsor—dropped a cheeky commercial. The ad featured an ant trekking across a desert, a not-so-subtle jab at Edwards, whose nickname is “Ant-Man.” The commercial closed with the words “Nothing left 2 say?” splashed across the screen, leaving little doubt about its target and message.
The rivalry didn’t end there. Edwards, not one to let a challenge go unanswered, promised a response during a September interview with Complex. Adidas, his own shoe partner, soon delivered. Their counterstrike came in the form of a promo video starring comedian Katt Williams. In the ad for the new Anthony Edwards 2 shoes, Williams didn’t hold back, throwing shade at Gilgeous-Alexander’s own signature sneaker, the Converse SHAI 001. “He’s lucky his game is as smooth as his little poems. Because them shoes? No thank you,” Williams quipped. “The game left that brand behind for a reason.”
Ouch. That’s the kind of barb that can sting, especially in the hyper-competitive world of NBA marketing. But if Gilgeous-Alexander was fazed, he certainly didn’t show it. After leading the Thunder to a convincing 117-100 victory over the Atlanta Hawks on October 25, 2025, he was asked about the ad and responded with characteristic cool. “It’s the business of marketing. You talk about things that are hot and are going to get clicks to get clicks yourself,” Gilgeous-Alexander explained. “So I completely understand it. It’s all fun and games, though. It doesn’t impact my sales, if you guys can’t tell.”
He’s got a point. The SHAI 001, Gilgeous-Alexander’s first signature shoe with Converse, sold out in every colorway within weeks of its release this fall. That’s no small feat in a market crowded with big names and even bigger marketing budgets. The Thunder guard was seen sporting his creation in the season opener against the Houston Rockets, and fans have been clamoring for more ever since. As for Edwards, his second signature sneaker with adidas is also flying off shelves, adding another competitive layer to their on- and off-court rivalry.
It’s not the first time NBA stars have used their platforms—and their shoe deals—to needle each other. The league’s history is littered with iconic sneaker wars, from Michael Jordan’s Air Jordans going toe-to-toe with the likes of Converse and Reebok, to LeBron James and Kevin Durant’s respective Nike lines. These rivalries have always been about more than just basketball; they’re about style, branding, and, yes, bragging rights.
But what makes this latest spat so entertaining is the way both players have embraced the banter. Edwards’ initial reaction to the Converse ant commercial was caught on a behind-the-scenes video, where he promised, “We’re going to get back at Gilgeous-Alexander eventually.” True to his word, the adidas response arrived just five months after the Western Conference Finals, and while some fans have called it a “weaker way” to clap back, there’s no denying it kept the conversation—and the rivalry—alive.
Gilgeous-Alexander, for his part, has taken every jab in stride. “I completely understand it. It’s all fun and games. It doesn’t impact my sales, if you guys can’t tell,” he reiterated after the Atlanta game. The MVP’s ability to shrug off criticism while letting his play—and his sold-out sneakers—do the talking has only endeared him further to fans. As for the Thunder, they’re off to a roaring start, unbeaten through three games and looking every bit like title contenders once again.
Looking ahead, the drama is far from over. The Thunder and Timberwolves are set to face off again on November 26, 2025, in a matchup that’s sure to have a little extra edge. Minnesota will be hungry for redemption after last season’s playoff exit, and you can bet the sneaker subplot will be front and center. Will Converse fire back with another clever campaign? Will adidas up the ante? Only time will tell, but the anticipation is already building among fans and sneakerheads alike.
Meanwhile, the Thunder have their sights set on another deep playoff run. Gilgeous-Alexander’s leadership, both on and off the court, has been a driving force behind the team’s early success. His calm demeanor in the face of criticism—whether from rival players or comedians—has set the tone for a squad that thrives on confidence and camaraderie. The Thunder’s next challenge comes in Dallas, where they’ll take on the Mavericks at American Airlines Center on Monday, October 27. It’s another chance for Gilgeous-Alexander to showcase his skills—and his shoes—on a national stage.
For Edwards and the Timberwolves, the focus is on bouncing back and proving they can hang with the league’s elite. The off-court jabs may be all in good fun, but there’s no mistaking the competitive fire that burns on both sides. As the season unfolds, expect more fireworks—both in the box score and in the marketing department.
So, what’s next in this escalating sneaker saga? If NBA history has taught us anything, it’s that neither side is likely to back down. With both Gilgeous-Alexander and Edwards representing the future of the league, their rivalry—on the court and in the marketplace—promises to keep fans entertained for years to come. For now, though, the Thunder’s MVP is content to let his performance and his sold-out sneakers speak for themselves, while Edwards and adidas plot their next move. The only certainty? This is one rivalry that’s just heating up.
As the Thunder prepare for their next matchup and the Timberwolves look for redemption, all eyes will be on the court—and on the latest sneaker drops. In the NBA, the game never really ends. It just moves from the hardwood to the airwaves, and back again.
